Photo: Visual areas of the brain that responded more to valuable objects in a study that shows our brain may recognize value better than our conscious mind. Credit: John Serences, UC San DiegoFrom Live Science:
When you see something of value, your brain essentially sees dollar signs, a new study finds.
The effect occurs even if you don't consciously realize the object's worth.
Researchers scanned the brains of subjects who were presented with choices of constantly changing red and green objects that represented 10 cents or nothing, with good choices in a game leading to potential winnings of $10.
Upon seeing objects that had been of value previously, brain activity lit up in several areas, including a part of the cortex known as V1, which is associated with representing basic features such as edge orientations and color.
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