"LONDON (Reuters) - Scientists have identified a primitive area of the brain that makes us adventurous -- a finding which may help explain why people routinely fall for 'new' products when shopping.Interesting. The researchers suggest that seeking out new experiences benefits a species because it may lead to a better quality of life.
Using brain scans to measure blood flow, British researchers discovered that a brain region known as the ventral striatum was more active when subjects chose unusual objects in controlled tests. ..."
But there can be a downside:
"...Being daring, however, also carries risks. Some choices could be dangerous and, in the modern world, selecting the new may, for instance, make consumers susceptible to marketing hype. ..."OK. So I'm a gadget freak. My ventral striatum temperature rises 10 degrees every time I read about the newest processors or go into Best Buy. It's too bad my wallet can't support my adventurous spirit.