Word: striatum
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...with such multisensory stimuli, it's no surprise that the brain starts screaming chow time, and the PET scan showed that it was screaming loudly. Appetite and hunger are processed in a lot of regions - most notably the orbital frontal cortex, which is linked to self-control; the striatum, which is linked to motivation; the hippocampus, which is linked to memory; and the amygdala, which is linked to powerful emotions. In Wang's subjects, all these regions were ringing the dinner bell...
...Fewer than 20% of the ads, says Dr. Joshua Freedman, one of the neuroscientists involved in the study, triggered nerve activity in the ventral striatum, or the reward and satisfaction areas of the brain - those areas that are known to be involved in making associations and forming connections with people or things. (By comparison, over 50% of last year 's Super Bowl ads activated these regions.) The majority of this year 's commercials, on the other hand, predominantly activated anxiety regions of the brain, centered around the amygdala, the hub of our fear and emotional responses. "To me, that means...
...emergence of user-generated content, Frito-Lay 's Doritos ad, which was both created by a consumer and voted on by consumers in an online contest, also ranked high as a trigger for the brain 's reward circuit. The ads that elicited little response in the ventral striatum, according to the UCLA study, included Robert Goulet 's turn as an office gremlin for Emerald Nuts and Sprint 's commercial for "connectile dysfunction...
...VENTRAL STRIATUM...
...also not surprising that serotonin deficits can give rise to very different illnesses, depending on what part of the brain is affected. Obsessive-compulsive disorder, for example, probably arises in the striatum, a part of the brain that controls voluntary movements. Princeton's Jacobs believes that, based on experiments with cats, repetitive motor activity--walking, chewing, breathing--stimulates the release of serotonin, which improves mood. That might explain why people are soothed by gum chewing and why obsessive-compulsives perform such ritualistic acts as hand washing over and over; they may simply be self-medicating to overcome a serotonin deficit...
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