Brain sets prices with emotional value
DURHAM, N.C. -- You might be falling in love with that new car, but you probably wouldn't pay as much for it if you could resist the feeling.
Researchers at Duke University who study how the brain values things -- a field called neuroeconomics -- have found that your feelings about something and the value you put on it are calculated similarly in a specific area of the brain.
The region is small area right between the eyes at the front of the brain. It's called the ventromedial prefrontal cortex, or vmPFC for short. Scott Huettel, director of Duke's Center for Interdisciplinary ...