Navigation Links
Brain Scan Shows What Beauty is Worth
Date:2/17/2010

Research reveals how people rate attractiveness and decide its value

WEDNESDAY, Feb. 17 (HealthDay News) -- New brain-scan research is providing insight into how you decide what things are worth.

Researchers at Duke University Medical Center found that specific areas of the brain were activated in male college students as they evaluated female faces. The findings, they report, suggest that the brains were doing two things: figuring out the quality of the experience of viewing the faces and determining what they would trade to see a particular face again.

In the experiment, researchers scanned the brains of the heterosexual male subjects using fMRI technology as they looked at female faces and images of money. Later, the participants were asked if they'd pay more or less money to look at faces that were more or less attractive.

One area of the brain became active as the men figured out how much the faces were worth. Researchers could even predict how much the men would spend to see a more attractive face at a later time.

"One part of the frontal cortex of our participants' brains increased in activation to more attractive faces, as if it computed those faces' hedonic -- quality of the experience -- value," Scott Huettel, senior author of the new study and director of Duke's Center for Neuroeconomic Studies, said in a news release from the university. "A nearby brain region's activation also predicted those faces' economic value -- specifically, how much money that person would be willing to trade to see another face of similar attractiveness."

"People often respond to images in a very idiosyncratic fashion," Huettel said. "While we can't use neuroscience to identify the best images for every person's brain, we could identify types of images that tend to modulate the right sorts of value signals -- those that predict future purchases for a market segment."

The work was published online Feb. 16 in the Journal of Neuroscience.

More information

Learn more about the brain from the U.S. National Institute of Neurological Disorders and Stroke.



-- Randy Dotinga



SOURCE: Duke Medicine, news release, Feb. 16, 2010


'/>"/>
Copyright©2010 ScoutNews,LLC.
All rights reserved

Related medicine news :

1. Draining away brains toxic protein to stop Alzheimers
2. Vision restoration therapy shown to improve brain activity in brain injured patients
3. Clinical depression linked to abnormal emotional brain circuits
4. Brain imaging reveals breakdown of normal emotional processing
5. Brain cells work differently than previously thought
6. Vaccine Stops Alzheimers Brain Tangles
7. Research may unlock mystery of autisms origin in the brain
8. Scientists Spot Brains Free Will Center
9. Free will takes flight: how our brains respond to an approaching menace
10. Alcoholics With Cirrhosis Have More Brain Damage
11. Brain Lesions Predict MS Progression
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/23/2017)... ... June 23, 2017 , ... Military Connection friend ... entry to the JFK Virgin Atlantic lounge. , Bensko is no stranger to ... years ago, Bensko dedicated her life to supporting our wounded veterans. A world-class photographer, ...
(Date:6/23/2017)... ... June 23, 2017 , ... Goodcents Deli Fresh Subs ... restaurant is located at 4210 SW 21st St. Topeka, Kan. 66604 (near 21st and ... Graham Restaurant Group who owns three other locations in the Topeka and Bonner Springs, ...
(Date:6/23/2017)... , ... June 23, 2017 , ... ... is essential, and two new videos highlight the importance of correctly using a ... Bruhn, Ph.D., who has done extensive research on consumer food safety habits. Dr. ...
(Date:6/23/2017)... ... ... 21 Middle East and South Asia Leaders Selected as Eisenhower Fellows , ... society in 11 countries across the Middle East and South Asia to embark on ... knowledge and ideas with the leading minds in their fields. , For the ...
(Date:6/23/2017)... ... 23, 2017 , ... PureLife Dental is pleased to announce that California Dental ... As part of the amalgam separator endorsement, all CDA members may purchase an ECO ... the retail value. This partnership between PureLife and CDA is especially timely as it ...
Breaking Medicine News(10 mins):
(Date:6/7/2017)... 2017  Diplomat Specialty Infusion Group, a brand of Diplomat Pharmacy, ... Iowa location. The ... features an ISO 7 cleanroom—the standard needed to compound intravenous (IV) ... level of pollutants. "Our new ... better serve our Iowa patients," said ...
(Date:6/2/2017)... 2017  NxStage Medical, Inc. (Nasdaq:  NXTM), a leading medical technology ... findings demonstrating positive biochemical outcomes related to more frequent ... data will be presented at the ERA-EDTA Congress being ... . The research was conducted ... in Europe (KIHDNEy) Cohort ...
(Date:5/30/2017)... , May 30, 2017 Therapix Biosciences Ltd. ... specializing in the development of cannabinoid-based drugs, today ... company overview at three upcoming scientific and investor ... LD Micro Invitational: ... Date:                     ...
Breaking Medicine Technology: