From the archive, originally posted by: [ spaceandsound ]

Now that scientists have spotted the pain and pleasure centers in the
brain, they’ve moved on to more expensive real estate: the brain’s
shopping center. They have been asking the big questions:

What is the difference between a tightwad’s brain and a spendthrift’s brain?

http://www.nytimes.com/2007/01/16/science/16tier.html?ex=1169701200&en=097989bf3cd1d5fa&ei=5070

By scanning shoppers’ brains, they think they’ve identified a little
voice telling you not to spend your money. Or, in my case, a voice
saying, “At this price, you can’t afford not to buy the mood clock!”