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:6/25/2016)... ... ... temporary closing of Bruton Memorial Library on June 21 due to a possible lice infestation, ... aspect of head lice: the parasite’s ability to live away from a human host, and ... necessary one in the event that lice have simply gotten out of control. , As ...
(Date:6/25/2016)... Oklahoma (PRWEB) , ... June 25, 2016 , ... ... both athletes and non-athletes recover from injury. Recently, he has implemented orthobiologic procedures ... Oklahoma City area —Johnson is one of the first doctors to perform the ...
(Date:6/24/2016)... ... June 24, 2016 , ... Those who have experienced ... feelings, many turn to unhealthy avenues, such as drug or alcohol abuse, as a ... has released tools for healthy coping following a traumatic event. , Trauma sufferers tend ...
(Date:6/24/2016)... , ... June 24, 2016 , ... Global law firm ... 2016 Legal Elite. The attorneys chosen by their peers for this recognition are considered ... Seven Greenberg Traurig Shareholders received special honors as members of this year’s Legal Elite ...
(Date:6/24/2016)... ... , ... People across the U.S. are sharpening their pencils and honing their ... in which patients and their families pay tribute to a genetic counselor by nominating ... of Genetic Counselors (NSGC) Annual Education Conference (AEC) this September. , In April, ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... 23, 2016 Any dentist who has made an ... current process. Many of them do not even offer this ... and high laboratory costs involved. And those who ARE able ... such a high cost that the majority of today,s patients ... Parsa Zadeh , founder of Dental Evolutions Inc. and ...
(Date:6/23/2016)... , June 23, 2016 ... CAPR ), a biotechnology company focused on the ... announced that patient enrollment in its ongoing randomized ... has exceeded 50% of its 24-patient target. Capricor ... the third quarter of 2016, and to report ...
(Date:6/23/2016)... , June 23, 2016  Astellas today announced the establishment of Astellas Farma Colombia (AFC), a new affiliate with ... Latin America . ... ... ... ...
Breaking Medicine Technology: