Friday, November 13, 2009

Pursuit Of Pleasure Drives Human Decisions

Chemical in the brain plays a key role in choices

From The Telegraph:

The pursuit of pleasure drives the everyday decisions that direct people's lives, research suggests.

Scientists discovered that a reward chemical in the brain plays a key role in choices such as where to go on holiday.

They believe the ''pleasure principle'' may be at the heart of most human decision making.

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