Tanya Thomas | 01.07. 2011
A new study has revealed that our brain cells can be quite the savvy shoppers, capable of finding the best candy bar we wish to eat. Rick Jenison of the University of Wisconsin-Madison said that understanding how these bean-counting neurons operate may help scientists get a better idea of how the brain assigns value to objects.
Jenison and his team studied participants who were undergoing a procedure that uses electrodes to pinpoint the origin of severe seizures. After the electrodes were in place, three participants viewed pictures of 50 different kinds of junk food, ranging from chocolate-chip cookies to M and M's to salty chips.
The participants came up with a subjective value rating of the snack by bidding amounts between zero and three dollars for the item. "The real goal here is to get them to give us an honest bid of what they value the food item to be," Jenison said.
food for thought... oh, i just got a craving for one of those leftover holiday truffels in the marco kitchen
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