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Brain scans predict your actions better than you can |
WASHINGTON: Brain scans may be able to
predict what you will do better than you can yourself, and might offer a
powerful tool for advertisers or health officials seeking to motivate consumers,
researchers said.
They found a way to interpret “real
time” brain images to show whether people who viewed messages about using
sunscreen would actually use sunscreen during the following week. The scans were
more accurate than the volunteers were, Emily Falk and colleagues at the
University of California Los Angeles reported in the Journal of
Neuroscience.
“We are trying to figure out whether there is
hidden wisdom that the brain contains,” Falk said in a telephone
interview. “Many people ‘decide’ to do things, but then
don’t do them,” Matthew Lieberman, a professor of psychology who led
the study, added.
But with functional magnetic resonance imaging or
fMRI, Falk and colleagues were able to go beyond good intentions to predict
actual behavior. FMRI uses a magnetic field to measure blood flow in the brain.
It can
show which brain regions are more active compared to others, but
requires careful interpretation.
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