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The Honolulu Advertiser
Posted on: Thursday, March 11, 2010

Money may trump women for some men


By Sarah Avery
McClatchy-Tribune News Service

Hawaii news photo - The Honolulu Advertiser

Gannett News Service

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Some men may be hard-wired to favor money over the sight of a pretty face, Duke University neuroscientists have demonstrated.

When asked to pay to view photographs of attractive women, men mentally weigh the experience against cost with some spending more for ogling rights than others.

What triggers the decision is a separate pleasure center in the brain that gauges the relative value of a given experience.

For some, money gets this brain region revving. For others, it is activated by a pleasant social experience such as gazing moonily at women.

"For somebody who really doesn't want to give up their money, the economic region may be putting a high value on the money and less on the experience or goods they get from it," said Scott Huettel, director of Duke's Center for Neuroeconomic Studies and one of the researchers. The group published its findings in Tuesday's Journal of Neuroscience.

The Duke team saw this decision-making process in action using brain scans on a group of 26 college-age men. While the men were undergoing an MRI, they viewed a random series of photographs depicting attractive women or small denominations of money.

For all the men, both types of photographs lit up a pleasure region of the brain. But a second, nearby area created big differences in the way the men subsequently behaved. This region, called the posterior ventromedial prefrontal cortex, was active when some men saw the money.

For others, when the photos of women appeared, the posterior ventromedial prefrontal cortex said, in essence, va-va-va-voom.

Then the men were asked to pay to see the photographs. The most attractive faces cost more.

The Duke team, using no fancy technology, could accurately predict who would spend and who would save. The savers were the men whose brains lit up at the sight of money, and the spenders were those whose brains were sparked by the women.

"While we're experiencing something, our brain is computing how much it's worth to us now, and how much we're willing to trade for that experience in the future," Huettel said. Scientists don't know if this brain activity is genetic or a learned pattern.

David Smith, a graduate student and researcher, said the findings could apply to addiction studies and research into compulsive behaviors. And future studies, he said, will involve women, although they'll need a different stimulus.

Photos of men, evidently, don't flip that brain switch quite so effectively for women.