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The Price of Your Soul: How the Brain Decides Whether to "Sell Out"

January 22, 2012

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A neuroimaging study shows that personal values people refuse to disavow, even when offered cash, are processed differently in the brain than those values that are willingly sold. The experiment found that the realm of the sacred--whether a strong religious belief, national identity or code of ethics--is a distinct cognitive process, and prompts greater activation of a brain area associated with rules-based as opposed to regions linked to costs-versus-benefits thought.Full Story

Emory University

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