Imaging Study Reveals Battle Between Lure Of Reward And Fear Of Failure
That familiar pull between the promise of victory and the dread of defeat - whether in money, love or sport - is rooted in the brain’s architecture, according to a new imaging study. Neuroscientists at the USC Brain and Creativity Institute have identified distinct brain regions with competing responses to risk. Both regions are located in the prefrontal cortex, an area behind the forehead involved in analysis and planning.
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