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When you see something of value, your brain essentially sees dollar signs, a new study finds.
The effect occurs even if you don't consciously realize the object's worth.
Researchers scanned the brains of subjects who were presented with choices of constantly changing red and green as V1, which is associated with representing basic features such as edge orientations and color.
"When a target had been valuable in the past — if selecting it had had paid off with money — the visual system represented it more strongly," said lead researcher John Serences, assistant professor of psychology at the University of Californiaobjects that represented 10 cents or nothing, with good choices in a gameleading to potential winnings of $10.Upon seeing objects that had been of value previously, brain activity lit up in several areas, including a part of the cortex known