GREGORY BERNS M.D. / Ph.D.
"My research is aimed at understanding the neurobiological basis for individual preferences and how neurobiology places constraints on the decisions that people and animals make. To achieve this goal, we use functional MRI to measure the activity in key parts of the brain involved in decision making. For example, we have used this activity to predict the commercial success of popular songs – the first prospective demonstration in neuromarketing. These results have found application in understanding common stock investing errors, and more recently, in the stock market’s reaction to earnings announcements. We have also studied decision-making over “sacred values” in the brain and its implications for terrorism.
We also use fMRI to study canine cognitive function in awake, unrestrained dogs. The goals of these projects are to non-invasively map the perceptual and decision systems of the dog's brain and to predict likelihood of success in service dogs."
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