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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 »

...will have to think harder about targeting pathways with combinations of drugs." Researchers like Dietrich Stephan at the Translational Genomics Research Institute are doing just that. Relying on the ABA, Stephan has identified a group of genes involved in age-related memory loss and has developed five compounds that mimic the activity of the genes. At least three of the new compounds appear to enhance memory function in aging rats...

Author: /time Magazine | Title: The Brain: What The Mouse Brain Tells Us | 1/19/2007 | See Source »

...trophy for "The Song of the Heart," his original tune from the animated film Happy Feet. Presenter Justin Timberlake had to improvise when the Purple Rain singer got caught in Beverly Hills gridlock. "I guess Prince couldn't be here," said Timberlake, who then crouched as if to mimic the petite pop star, adding, "so I'd like to accept this award on his behalf." We guess we should be grateful Timberlake wasn't accepting an award for J. Lo, or we can only imagine what he would have shown...

Author: /time Magazine | Title: 10 Surprises From the Golden Globes | 1/16/2007 | See Source »

...higher level,” sophomore forward Katie Rollins said. “The coaches want us to play up there by being a lot more physical and quicker just as they are.”The scout team, as it functions in any sport, works to mimic what Harvard will face in its coming game. As a result, the scout team is a touted opponent, but the women’s squad also looks to them as role models, with Puchtel, the rough and tumble scout team’s fearless leader, right at the center...

Author: By Walter E. Howell, CRIMSON STAFF WRITER | Title: Crossing Over: The Scout Team Ballers | 12/8/2006 | See Source »

...European Union and five other nations will begin construction this spring on a $12.8 billion reactor to mimic the sun's nuclear fusion, in theory creating a limitless supply of energy...

Author: /time Magazine | Title: What's Next: Dec. 4, 2006 | 11/26/2006 | See Source »

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