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Pain, Fear, and Vicarious Learning

Why do people react with fear when they see a snake, even though they have never been bitten by a snake or even had much contact with the reptiles? New research shows that the same areas of the […]

By |March 22nd, 2007|

The Dread Zone: Anticipating Pain

Neuroscientists have used fMRI to discover that the brain's anticipation of pain can be as bad as actually experiencing the pain. Marketers should use pain references carefully.

By |May 8th, 2006|