Researchers of Harvard Medical School in Boston have identified neurons which is responsible to selects different goods. Cells in different parts of the brain react to colors, taste or quantity. Now the researchers describe how neurons involved in conveying values help people to make choices.
The neurons, which identified now, encode the value and preference to individuals. The scientists say this research is part of the emerging field of neuroeconomics. The scientists located the neurones in an area of the brain known as the orbitofrontal cortex (OFC). The findings show an association between the activity of the OFC and the mental valuation process.