1/05/2006

This is your brain. This is your brain on credit.

Carnegie Mellon alum Roger Dooley writes about a study co-authored by George Loewenstein and Scott Rick, members of the Department of Social and Decision Sciences, at his blog Neuromarketing. The researchers used functional Magnetic Resonance Imaging (fMRI) scans to determine what parts of the brain are active when a person considers whether to purchase a product, and to predict accurately whether a person will ultimately choose to buy the product. It's another significant finding in the emerging field of neuroeconomics, which Loewenstein has pioneered. 

Dooley, incidentally, graduated from Carnegie Mellon in 1971 with a B.S. in chemical engineering. Thanks for the nod, Roger.

Jonathan Potts