http://www.latimes.com/news/science/...899978.story?c
oll=la-home-headlines

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After analyzing test data from 21 men and women, Quartz and Asp
discovered that consumer products triggered distinctive brain patterns
that allowed them to classify people in broad psychological categories.

At one extreme were people whose brains responded intensely to "cool"
products and celebrities with bursts of activity in Brodmann's area 10 ‹
but reacted not at all to the "uncool" displays.

The scientists dubbed these people "cool fools," likely to be impulsive
or compulsive shoppers.

At the other extreme were people whose brains reacted only to the
unstylish items, a pattern that fits well with people who tend to be
anxious, apprehensive or neurotic, Quartz said.

The reaction in both sets of brains was intense. The brains reflexively
sought to fulfill desires or avoid humiliation.

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Lotso' cool stuff about branding and the brain hard-wiring for
preference, something to think about when seeing a gold cd on sale takes
your breath away, or when you congratulate yourself on a sober commodity
purchase.

Stephen

In article ,
MINe 109 wrote:

http://www.latimes.com/news/science/...899978.story?c
oll=la-home-headlines

http://tinyurl.com/4r3c5

If the first one doesn't work for you...

Stephen

"MINe 109" wrote in message
...
http://www.latimes.com/news/science/...899978.story?c

The reaction in both sets of brains was intense. The brains reflexively
sought to fulfill desires or avoid humiliation.


They need to study Arny's and Howard's brains. They certainly don't
fall into the pattern of fulfilling desires and avoiding humiliation.



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