“The price of your soul: How the brain decides whether to sell out”

An Emory University neuro-imaging study shows that personal values that people refuse to disavow, even when offered cash to do so, are processed differently in the brain than those values that are willingly sold.

The brain imaging data showed a strong correlation between sacred values and activation of the neural systems associated with evaluating rights and wrongs (the left temporoparietal junction) and semantic rule retrieval (the left ventrolateral prefrontal cortex), but not with systems associated with reward.

The experiment also found activation in the amygdala region, a brain region associated with emotional reactions, but only in cases where participants refused to take cash to state the opposite of what they believe. “Those statements represent the most repugnant items to the individual,” Berns says, “and would be expected to provoke the most arousal, which is consistent with the idea that when sacred values are violated, that induces moral outrage.” [via]

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