"Now that scientists have spotted the pain and pleasure centers in the brain, they’ve moved on to more expensive real estate: the brain’s shopping center. They have been asking the big questions:
What is the difference between a tightwad’s brain and a spendthrift’s brain?
What neurological circuits stop you from buying a George Foreman grill but not a Discovery Channel color-changing mood clock?
Why is there a $2,178.23 balance on my January Visa bill?
This last question isn’t yet fully answered, even after I stared at said Visa bill while lying inside a functional M.R.I. machine at Stanford University. But scientists are closer to solving the mystery. By scanning shoppers’ brains, they think they’ve identified a little voice telling you not to spend your money. Or, in my case, a voice saying, “At this price, you can’t afford not to buy the mood clock!”
Full story here.
This is what I call a great science piece! Informative, educational and very, very funny. Overall, a great reading experience! The subject was not exactly of top interest to me, but the story caught me! First because the title was a bit unusual for a science-focused story and then because of the author's tone.
Tags: Journalism, Science