Mind Scans to Map Decision Making Mechanics

rrangel writes "Newsweek is running an article on the fMRI, which tracks brain function by measuring blood flow, and using it for watching the mechanics of economics and choice. Best quote on economic choice: '... there is no quantity of juice sufficient to get a male monkey to look away from the hindquarters of a female in estrus.' H. Hefner has known that all along."

Comments

Re:..there is no quantity of juice sufficient..

[murraythegreat]

very few wives have MRI scanners

Humans are lucky...

[mangu]

'... there is no quantity of juice sufficient to get a male monkey to look away from the hindquarters of a female in estrus.'

We don't need that the female be in estrus.

Insufficient juice

[kahei]

there is no quantity of juice sufficient

Oh really? I bet they only tried 'reasonable' amounts of juice. They can't be sure unless they try an infinite amount of juice -- or rather, an amount of juice so unfeasibly preposterously gigantic that the monkey is simply nable to comprehend it, so that changes in the juice quantity no longer have any effect. When they use that much juice, I'll take remarks like the above seriously

Disclaimer: I am only writing this because I am thirsty and like thinking about juice.

Cheaper version of this research

[rel4x]

I can do this research for about $0.
How many people here enjoy Hustler or Playboy?
ok, now how many enjoy "Big juice box weekly"?
What if they added more juice?
even more?
Case closed.

What to do with this info!

[rel4x]

Oo! I've thought of what to do with this information. We can start using sex to sell things, like juice! I wonder why no one has thought of it before!