Utopic Brain

Being fashionable is the easiest thing in the world.

NeuroMarketing conditioned us to believe we get what we pay for.

MRI measured the brain activity when people sipped samples of red wine.
When they believed they were drinking 5 dollars Merlot, the medial orbitofrontal cortex, the part involved in pleasure and reward, was minimally active.
When told that the same wine was Chateauneuf-du-Pape of 100 dollars, the pleasure center lit up like Las Vegas.

Even though we may not be snobs, our medial orbitofrontal cortexes are.

Trends are not truths.

What do you make of it while engaged in all others?
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