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Tag Archive | "fMRI"

Brain imaging monitors effect of movie magic

Thursday, September 9, 2010

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CRASH! A deafening roar and the cinema screen explodes with light. The scene is certainly startling, but is this movie stirring up the right emotional reactions deep down? Rather than ask your opinion, it’s now possible to cut out the middleman and go straight to your brain for the verdict. This new approach, known as [...]

Drazen Prelec Talks Neuroeconomics at MIT

Thursday, March 11, 2010

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A pioneer in a “dangerously hot research area,” Drazen Prelec peers into the human brain while it makes decisions. In his corner of the new field of neuroeconomics, Prelec uses a functional magnetic resonance imaging (fMRI) machine to scan minds pondering the pros and cons of purchasing and selling products like Godiva chocolate and flash [...]



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