Measuring the brain's 'rich switch'

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	Measuring the brain's 'rich switch'

wildcat

4-5-2007 7:25 AM

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tags:

science, research, brain, mind, marginal utility, neurobiology

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4-5-2007 7:42 AM

kwonsu

As we start finding ways to "see" our brain in details we are confronted with an amazing reality. I hope this understanding leads to an improvement of the human behavior.

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/25d37f73-60f6-45ee-9f9f-b1634b9bfe36/DBD158EC-D2FF-4C8F-88E9-90F1C0D8F82B/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://physorg.com/news94909042.html" href="http://physorg.com/news94909042.html" style="font-size: 11px;">physorg.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://physorg.com/news94909042.html"><H1>Measuring the brain's 'rich switch'</H1></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://physorg.com/news94909042.html"><DIV id="Preview"> 
Economists have postulated that people’s perception of the value of financial gains decreases as they become richer, but scientists have not really been able to measure this change in “marginal utility” in the laboratory… until now.
</DIV></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://physorg.com/news94909042.html"><DIV> 
Neurobiologists Philippe Tobler, Wolfram Schultz, and colleagues have found that richer people are slower to learn to associate a stimulus with a financial reward than are poorer people, and this slower learning is reflected in slower response in the brain areas associated with reward and reward-directed learning.
</DIV></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://physorg.com/news94909042.html"><DIV>While the subjects were learning, and unlearning, to associate the reward-predicting image with the coin, the researchers used functional magnetic resonance imaging to measure the activity in their brains’ reward centers. This brain-scanning technique uses harmless radio waves and magnetic fields to measure blood flow in brain regions, which reflects brain activity.
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