Brain's dynamic duel underlies win-win choices
Friday, July 25, 2014 - 17:00
in Psychology & Sociology
People choosing between two or more equally positive outcomes experience paradoxical feelings of pleasure and anxiety, feelings associated with activity in different regions of the brain, according to research. In the study, participants made choices between paired products with different or similar values. Choosing between two items of high value evoked the most positive feelings and the greatest anxiety.