… never mind the reward itself. The study analysed the brains of 26 volunteers, using fMRI scans in real-time. Scientists were able to see specific parts of the volunteers’ brains light up as a thought or decision process was happening (New York Times). The subjects were shown a picture of an item on a screen, and four seconds later; a price for that item was displayed. Another four seconds later, two items were shown together and they could simply choose ‘yes’ or ‘no’.  All items were …

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