In a brain with phones placed to both sides of the head but turned off (right), activity was normal.

如果在头部两侧放置已关机的手机(右图)，大脑的活动将维持正常状态。

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To measure brain activity, the technique USES imperceptible electrical currents produced by electrodes placed on the head.

这种技术使用置于头部的电极来产生极微小的电流，并通过电流来测量大脑活性。

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Accounting for normal activity, the subjects showed about a 7 percent boost in sugar use on the side of the head where the active cellphone was.

相对于正常的脑部活动，受试者显示，他们系有通话状态的手机一侧的脑部多消耗了7%左右的糖类。

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However, even consumer-driven processing models with operations in Europe are facing increased scrutiny with slower consumer activity expected to take hold as we head into the second half of 2012 and 2013.

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One new technique being used by some neuroeconomists is transcranial magnetic stimulation, in which a coil held next to the head issues a low-level magnetic pulse that temporarily disrupts activity in a certain part of the brain, to see if that changes the subject's preferences for example, for a particular food and how much he is willing to pay for it.

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"It's part of our research into a total ubiquitous technology society, and activity recognition is an important part of that, " said Hiroyuki Yokoyama, head of web data research at KKDI's research labs in Tokyo.

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