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Corporate America, meanwhile, is hoping brain scanning can help sales. "The big question for neuroeconomics is, How does the human brain make decisions like which car to buy or what to have for lunch," says Antonio Rangel, director of the neuroeconomics lab at Stanford. Research is showing that the limbic system, which governs emotions, often overrides the logical areas of the brain, suggesting that the "rational actor" theory of economics misses deeper sources of motivation rooted in unconscious feelings and interpersonal dynamics. Instead of aiming at consumers' logical decision-making processes, companies could perhaps appeal to the fuzzier side...
...precisely what motivated Mazziotta to set up the atlas project in the first place: with the proliferation of scanning, there was a flood of information about the brain but nowhere to put it. "Up to now there has been no way to compare imaging work done in one lab to another, or from one person to another. We needed to have some way to organize all this data." The trick now is to figure out how best...
HERBAL AID FOR WOMEN Taking ginkgo biloba supplements for at least six months may lower the risk of ovarian cancer 60%, report doctors at Boston's Brigham and Women's Hospital. In the lab, ginkgo also stopped some ovarian-cancer cells from growing...
Ongoing studies of identical twins have measured achievement motivation--lab language for ambition--in identical siblings separated at birth, and found that each twin's profile overlaps 30% to 50% of the other's. In genetic terms, that's an awful lot--"a benchmark for heritability," says geneticist Dean Hamer of the National Cancer Institute. But that still leaves a great deal that can be determined by experiences in infancy, subsequent upbringing and countless other imponderables...
...Fusion Breakthrough The hottest place in the solar system -- for a few moments -- was the interior of a huge doughnut-shaped contraption at the Princeton Plasma Physics Lab, which in a burst of heat and light generated more than 5 million watts of energy, a record for nuclear fusion and a milestone on the road to making power plants fueled by ingredients from ordinary water a 21st century reality...