In a recent shopping study conducted by the OpenUniversityinMiltonKeynes, 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.
In a recent shopping study conducted by the OpenUniversityinMiltonKeynes, 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.