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.
Friday, April 29, 2011
Men Respond to Stress with OFC Fight or Flight; Women Not So Much...
ScienceDaily -- Functional magnetic resonance imaging of men and women under stress showed neuroscientists how their brains differed in response to stressful situations. In men, increased blood flow to the left orbitofrontal cortex suggested activation of the "fight or flight" response. In women, stress activated the limbic system, which is associated with emotional responses.
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