Word: scanner
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...Every morning, more than a thousand diamond cutters file into Surat's spotless Venus Jewel factory, each pressing his thumb on an electronic fingerprint scanner that releases a turnstile. After removing footwear, to ensure they don't leave with diamonds stuck to their soles, the cutters are handed plastic bags filled with rough diamonds. Operating lathes and lasers, they slice, polish and facet the cloudy crystals into sparkling gems, churning out about $150 million worth each year. Venus and several hundred other factories, employing 300,000 cutters in total, have made Surat the heart of India's thriving diamond-polishing...
Stephen is not in Vegas. He's watching a video monitor in Paul Glimcher's neural-science lab at New York University. And his head is plugged into a high-powered Siemens functional magnetic resonance imaging scanner (fMRI). His name is not actually Stephen; he's a composite research subject. Glimcher is at the frontal lobe of an intriguing network of brain researchers and economists who are using advanced medical technology to try to figure out why people make the decisions they do--what brand of cereal, which mutual fund--and what part of the brain tells them...
Research from fMRIs and other machines bears all this out. Gerald Zaltman, a professor at Harvard University, says 95% of consumer decision making occurs subconsciously. Read Montague, a professor at the Baylor College of Medicine, gave subjects the "Pepsi Challenge" in an fMRI scanner. Result: people found Pepsi more pleasing to the palate--their reward center lit up--but Coke's branding hit literally at the core of their sense of self, a much stronger bond. This affirms what we all suspected: brands are so powerful that we are sometimes more likely to buy something we identify with than something...
...Jack,? she ordered. ?Give me the truck.? Jack handed it over. The three of them were all a-giggle as they waited their turn at the scanner; it might as well have been C.S. Lewis?s wardrobe they were about to pass through. When Luci said, ?Come, Mary Grace!? the little one ran headlong to her mother, laughing...
...discovered this in a curious way. Before our subjects entered the brain scanner, we asked each to fill out several questionnaires, including a survey designed by psychologist Elaine Hatfield and sociologist Susan Sprecher called the Passionate Love Scale (see box). We wanted to compare the brain activity of each subject to what that subject reported on a questionnaire. We found a positive correlation: those who scored higher on the Passionate Love Scale also showed more activity in a specific region of the caudate...