Decisions! Decisions! Brain study shows there's more than meets the eye when making choices

Decisions! Decisions! Brain study shows there’s more than meets the eye when making choices

Montreal, Quebec—If you’re pondering whether to buy a Galaxy smartphone or an iPhone this holiday season, a part of the brain called the dorsomedial prefrontal cortex (PFC) might ultimately determine your choice. Results of a new study by Avinash Vaidya and Dr. Lesley Fellows, researchers at the Montreal Neurological Institute and Hospital (The Neuro), suggest that this region of the brain plays a critical role in making choices. “A big question is how and where value information is represented in the brain, and what goes into that representation,” says Dr. Fellows, a neurologist and researcher in the burgeoning field of decision neuroscience. “Our research confirmed what savvy marketers already know: the longer you look at one of two objects, the more likely you’ll choose that object even if you initially…


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