In a recent shopping study conducted by the Open University in Milton Keynes, U.K. and the London Business School, scientists found that when shoppers are asked to make a choice among common and closely related items in a grocery-store-like setting, the areas of the brain involved in memory light up like a July 4th nighttime sky.

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In a recent shopping study conducted by the Open University in Milton Keynes, U.K., and the London Business School, scientists found that when shoppers are asked to make a choice among common and closely related items in a grocery-store-like setting, the areas of the brain involved in memory light up like a nighttime sky filled with fireworks.

FORBES: On The Cover/Top Stories

Researchers at Stanford University and MIT's Picower Institute for Learning and Memory had activated light-sensitive neurons in the brain's hippocampus involved in the memory of fright.

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