Monetary gain and high-risk tactics stimulate activity in the brain
ScienceDaily (2009-11-17) -- Monetary gain stimulates activity in the brain, Japanese researchers report. Even the mere possibility of receiving a reward is known to activate an area of the brain called the striatum. ... > read full article
A blog by Prof. Dante Pirouz, a consumer behavior researcher at the Ivey Business School - University of Western Ontario, who specializes in understanding why our brain and body drive us to consume what we do and what we consumers can do about it.
Tuesday, July 27, 2010
Striatum and the Pleasure of Gains
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