Word: ventrals
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...true-love thrill hits, and studies of the brain with functional magnetic resonance imagers (fMRIs) show why it feels so good. The earliest fMRIs of brains in love were taken in 2000, and they revealed that the sensation of romance is processed in three areas. The first is the ventral tegmental, a clump of tissue in the brain's lower regions, which is the body's central refinery for dopamine. Dopamine does a lot of jobs, but the thing we notice most is that it regulates reward. When you win a hand of poker, it's a dopamine jolt that...
...Fisher and her colleagues have conducted recent fMRI scans of people who are not just in love but newly in love and have found that their ventral tegmental areas are working particularly hard. "This little factory near the base of the brain is sending dopamine to higher regions," she says. "It creates craving, motivation, goal-oriented behavior-and ecstasy...
...seven provided some useful data, but only the ones relating to math and ethics produced results clear enough to give a vivid picture of the way the simple and the complex, the subjective and the objective intertwine. Regardless of their content, statements that the subjects believed lit up the ventral medial prefrontal cortex (VMPC), a location in the brain best known for processing reward, emotion and taste. Equally "primitive" areas associated with taste, pain perception and disgust determined disbelief. "False propositions may actually disgust us," Harris writes...
...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...
...sign of the 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...