Let me scan your brain and I can see if you’re a sell out? Brain images show personal values that people refuse to disavow—even when offered cash to do so—are processed differently than values that are willingly sold.
“Our experiment found that the realm of the sacred—whether it’s a strong religious belief, a national identity or a code of ethics—is a distinct cognitive process,” says Gregory Berns, director of the Center for Neuropolicy at Emory University and lead author of the study published in Philosophical Transactions of the Royal Society.
Sacred values prompt greater activation of an area of the brain associated with rules-based, right-or-wrong thought processes, the study shows, as opposed to the regions linked to processing of costs-versus-benefits.
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