- Joined Dec 1, 2009
[h1]Men prefer money over beauty[/h1]
Some men may be hardwired to favour money over the sight of a pretty face, Duke University neuroscientists have demonstrated.
Whenasked to pay to view photographs of attractive women, men mentallyweigh the experience against cost - and some spend more for oglingrights than others.
What triggers the decision is a separate pleasure centre in the brain that gauges the relative value of a given experience.
Forsome, money gets this brain region revving. For others, it is activatedby a pleasant experience such as gazing moonily at women.
"Forsomebody who really doesn’t want to give up their money, the economicregion may be putting a high value on the money and less on theexperience or goods they get from it," said Scott Huettel, director ofDuke's Center for Neuroeconomic Studies and one of the researchers.