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...test his theory, Knutson and his team devised a way to mimic these same intuitive reactions in the lab. He gave subjects $20 each and, while they were in the fMRI machine, presented them with pictures of 80 products, each followed by a price. Subjects then had the option of purchasing each item on display. As they viewed products they preferred, Knutson saw activity in the nucleus accumbens, a region of the brain involved in anticipating pleasant outcomes. If, on the other hand, the subjects thought the price of these items was too high, there was increased activity...

Author: /time Magazine | Title: The Brain: Marketing To Your Mind | 1/19/2007 | See Source »

...fairly modest experiment, as these things go, with volunteers trooping into the lab at Harvard Medical School to learn and practice a little five-finger piano exercise. Neuroscientist Alvaro Pascual-Leone instructed the members of one group to play as fluidly as they could, trying to keep to the metronome's 60 beats per minute. Every day for five days, the volunteers practiced for two hours. Then they took a test...

Author: /time Magazine | Title: The Brain: How The Brain Rewires Itself | 1/19/2007 | See Source »

...that is revealed on the board through solutions to many clues, or as complicated as replacing letter combinations in common idioms, as in his first Sunday crossword entitled “I.E., not I.” When the puzzle called for a “DNA sample for lab analysis” the answer was “GENE IN A BOTTLE...

Author: By John F. Pararas, CRIMSON STAFF WRITER | Title: A Real Man of Letters | 1/18/2007 | See Source »

Wisconsin prizes its history as a lab for progressive ideas, but customizing the Constitution may not be one the rest of the country wants to embrace...

Author: /time Magazine | Title: Should Politicians Customize the Constitution? | 1/15/2007 | See Source »

Doggie Diet Drug Pfizer liquid drug attacks Lab flab...

Author: /time Magazine | Title: What's Next: Jan. 22, 2007 | 1/11/2007 | See Source »

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