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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...
...This technology is unstoppable," says Stanford's Rangel. That is 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...
Harvard may lack a beach, but it still hopes to catch up with Stanford, at least technologically...
Seems as if sweet beats aren’t the only thing Stanford students are downloading off of iTunes lately. Our brethren over on the west coast have just launched a program that allows students, faculty, and alumni to download academic and nonacademic materials from Stanford for free off of iTunes...
Instead of watching lectures at library consoles, Stanford students will be able to sunbathe while listening to lectures “podcasted” to their iPods...