According to researchers at the University of California at San Diego, visual areas of our brain respond more to valuable objects than other ones. In other words, our brain has stronger reactions when we see a diamond ring than we look at junk. Similarly, our brain vision areas are more excited by a Ferrari than, say, a Tata new Nano car. In this holiday season, I’m sure you’ve received gifts that excited your brain — and others that you already want to resell on an auction site.

Past rewards influence how humans (and other animals) make decisions. We’ve known about that for a long time, said Serences, lead researcher on the project, through day-to-day experience as well as the numerous experiments of economists and cognitive psychologists. Though more and more research is looking into it, little is known about how rewards affect the way the brain processes incoming sensory information, specifically as it relates to vision. Could it be that we see things differently if they have paid off before?

Related articles by Zemanta

• EEG Brain Activity Differs Between Poor And Rich Kids
• Thoughts of money light up the brain