Using advanced tools to see the human brain at work, a new generation of marketing experts may be able to test a product's appeal while it is still being designed, according to a new analysis.
Future Angst? Brain Scans Show Uncertainty Fuels Anxiety Anyone who has spent a sleepless night anguishing over a possible job loss has experienced the central finding of a new brain scan study: Uncertainty makes a bad event feel even worse.
Young Adults At Future Risk Of Alzheimer's Have Different Brain Activity, Says Study Young adults with a genetic variant that raises their risk of developing Alzheimer's disease show changes in their brain activity decades before any symptoms might arise, according to a new brain imaging study by scientists. The results may support the idea that the brain's memory function may gradually wear itself out in those who go on to develop Alzheimer's.
Brain Response To Information About The Future Suggests That Ignorance Isn't Bliss New research demonstrates that single neurons in the reward center of the brain process not only primitive rewards but also more abstract, cognitive rewards related to the quest for information about the future. The study enhances our understanding of learning and suggests that current theories of reward should be revised to include the effect of information seeking.
Can Brain Scans Read Your Mind? In Some Cases, The Answer Is 'Yes' Can neuroscience read people's minds? Some researchers, and some new businesses, are banking on a brain imaging technique known as functional magnetic resonance imaging (fMRI) to reveal hidden thoughts, such as lies, truths or deep desires.
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