SWEETHEART, DON’T TAKE THIS THE WRONG WAY, BUT...

Shopping brain cells identified (The Times, April 24th, 2006)

A part of the brain that helps people to make economic choices has been identified by a group of American scientists. Researchers at Harvard Medical School in Cambridge, Massachusetts, have pinpointed a network of nerve cells in the orbitofrontal cortex (OFC) section of the brain, right, that measure the value of specific items, helping the brain to decide what it wants and how much it is willing to pay for it. The findings, which are based on a study of macaque monkeys, are published today in the journal Nature.