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Advertisers, neuroscientists trace source of emotions in brain
Date:2/19/2008

highly localized areas of the brain. According to the article, the findings suggest that human emotions are multidimensional, and that self-report techniques correspond to a specific task but different functional regions of the brain.

Morris said the results are preliminary, but that follow-up studies could allow researchers to hone in on peoples feelings with great specificity. That would be attractive to advertisers for obvious reasons, but psychologists might also find the techniques useful.

Back in the 1950s, three psychologists found that all emotions could be measured in three dimensions, Morris said. Now we have learned that this may be more than a method for reporting emotion. It may actually reflect the way creatures on this planet function possibly exposing a direct link to predicting behavior.


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Contact: Jon Morris
jonmorris@ufl.edu
352-392-0443
University of Florida
Source:Eurekalert

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