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Neuroscientists Discover A Sense Of Adventure

Neuroscientists Discover A Sense Of Adventure

Scientists have identified a key region of the brain which encourages us to be adventurous. The region, located in a primitive area of the brain, is activated when we choose unfamiliar options, suggesting an evolutionary advantage for sampling the unknown. It may also explain why re-branding of familiar products encourages to pick them off the supermarket shelves.

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Using fMRI scanners, which measure blood flow in the brain to highlight which areas are most active, Dr Bianca Wittmann and colleagues showed that when the subjects selected an unfamiliar option, an area of the brain known as the ventral striatum lit up, indicating that it was more active. The ventral striatum is in one of the evolutionarily primitive regions of the brain, suggesting that the process can be advantageous and will be shared by many animals.

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http://www.sciencedaily.com/releases/2008/06/080625122945.htm

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