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Article: All in the cortex.(M.E.M.O)(medial orbitofrontal cortex and consumption)
- Article from:
- The Christian Century
- Article date:
- March 11, 2008
- Author:
CopyrightCOPYRIGHT 2008 The Christian Century Foundation. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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THE MEDIAL orbitofrontal cortex has given us much to think about recently. So far as I understand, which is not very far, the medial orbitofrontal cortex (mOFC) helps to explain why the more expensive wine is, the better it tastes. In an era of secular Calvinism, all of human life is predetermined, predestined and biologically fated. Not "the devil made me do it," but "my DNA made me do it"; not "I sinned" but "something in my cell structure committed my body to it."
Cal Tech professor Antonio Rangel and colleagues found that "prices, by themselves, affect activity in an area of the brain that is thought to encode the experienced pleasantness of an experience." ...