Scientists find brain cells linked to choice

If choosing the right outfit or whether to invest in stocks or bonds is difficult, it may not be just indecisiveness but how brain cells assign values to different items, scientists said on Sunday. Researchers at Harvard Medical School in Boston have identified neurons, or brain cells, that seem to play a role in how a person selects different items or goods. Scientists have known that cells in different parts of the brain react to attributes such as colour, taste or quantity. Dr Camillo Padaoa-Schioppa and John Assad, an associate professor of neurobiology, found neurons involved in assigning values that help people to make choices.

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