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Studies by John-Dylan Haynes at the Bernstein Center for Computational Neuroscience in Berlin, Germany: Researchers used fMRI to identify specific patterns of brain activity in the medial prefrontal and insula cortices that predicted which cars people might unconsciously favor, even when not consciously making purchasing decisions. Previous studies have shown similar patterns of activity when individuals make explicit purchasing choices. What this new study suggests, according to Haynes, is that these brain regions size up products even when you are not consciously making purchasing decisions. The brain appears to be imparting automatic or possibly even unconscious value onto products as soon as you're exposed to them. (Callaway, Ewen. Unconscious purchasing urges revealed by brain scans. Journal reference: Journal of Neuroscience, DOI: 10.1523/jneurosci.0064-10-2010)
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Brain Bits 
