It’s no wonder attractive human faces are everywhere in media and advertising – when we see those faces, our brains are constantly computing how much the experiences are worth to us. New brain-imaging research shows it’s even possible to predict how much people might be willing to pay for a particular face.

Researchers at Duke University Medical Center found that as participants were watching a sequence of faces, their brains were simultaneously evaluating those faces in two distinct ways: for the quality of the viewing experience and for what they would trade to see the face again.

The work was published in the Journal of Neuroscience online on Feb. 16.

They showed college-aged men a parade of female faces, intermixed with images of money, while measuring brain activation using functional magnetic resonance imaging (fMRI). In a later experiment, the same participants could pay more or less money to view more or less attractive faces.

“One part of the frontal cortex of our participants’ brains increased in activation to more attractive faces, as if it computed those faces’ hedonic (quality of the experience) value,” said senior author Scott Huettel, Ph.D., an associate professor of psychology & neuroscience who directs the Center for Neuroeconomic Studies at Duke. “A nearby brain region’s activation also predicted those faces’ economic value – specifically, how much money that person would be willing to trade to see another face of similar attractiveness.”

During the fMRI experiment, heterosexual men viewed a set of female faces that had previously been rated for attractiveness by peers. Interspersed with the face pictures were pictures of money, shown in several denominations, which indicated real monetary gains or losses that the participant could later spend during the next phase of the experiment. The participants made a series of economic decisions: Should they spend more of their money to see a more attractive face, or spend less money but see a less attractive face? Each participant made about one hundred of these decisions, spending from 1 to 12 cents each time.

The researchers measured fMRI activation while the participants viewed the faces and money. In a region near the front of the brain, the anterior ventromedial prefrontal cortex (VMPFC), there was increased activation when participants saw a more attractive face or saw a picture of a larger amount of money. That pattern of brain activation was relatively stable across participants in the study. Yet, slightly farther back in the brain, within posterior VMPFC, the researchers also could see the relative activation to the faces compared to money, which strongly predicted how each person would later spend to see a more attractive face.

Huettel said that findings from neuroscience might lead to new directions in marketing. “People often respond to images in a very idiosyncratic fashion,” he said. “While we can’t use neuroscience to identify the best images for every person’s brain, we could identify types of images that tend to modulate the right sorts of value signals – those that predict future purchases for a market segment.”

Lead author David V. Smith, a graduate student in psychology & neuroscience, explained further: “Previous studies have shown that active decisions about the value of real goods, such as candy or consumer products, evoke activation in the VMPFC. Our study demonstrates that the VMPFC actually contains two signals for value: one that indicates how much value we are currently experiencing, and another that indicates how much we’d be willing to pay to have that experience again later.”

Why were all subjects male? “For this new study, we built on prior work from colleagues who showed that young adult males not only value the experience of seeing a female face, but will treat that experience like an economic good – they will trade experience for money in a predictable manner,” Huettel said. “We expect that the functioning of the brain’s reward system is essentially similar between males and females. However, what sorts of stimuli seem attractive – whether an image of a face or some other social cue – may differ between the genders.”

Smith added that they plan to continue the research with other kinds of rewards, including different types of pictures. “A key issue in future research will be examining how different value signals are communicated between different parts of the brain to produce our decisions,” Smith said.

Other authors included Benjamin Hayden and Michael Platt of the Duke Department of Neurobiology and the Duke Center for Cognitive Neuroscience, and Trong-Kha Truong and Allen Song of the Duke Department of Radiology and the Brain Imaging and Analysis Center. The research was funded by grants from the National Institutes of Health (NIH). redOrbit

The pursuit of happiness is sometimes easier said than done. Some scientists have argued that happiness is largely determined by genetics, health and other factors mostly outside of our control. But recent research suggests people actually can take charge of their own happiness and boost it through certain practices.

“The billion-dollar question is, is it possible to become happier?” said psychologist Sonja Lyubomirsky of the University of California, Riverside. “Despite the finding that happiness is partially genetically determined, and despite the finding that life situations have a smaller influence on our happiness than we think they do, we argue that still a large portion of happiness is in our power to change.”

Lyubomirsky spoke here Saturday at the annual meeting of the American Association for the Advancement of Science. She and colleagues last year reviewed 51 studies that tested attempts to increase happiness through different types of positive thinking, and found that these practices can significantly enhance well-being. The results were published in the Journal of Clinical Psychology.

Here are five things that research has shown can improve happiness:

1. Be grateful – Some study participants were asked to write letters of gratitude to people who had helped them in some way. The study found that these people reported a lasting increase in happiness – over weeks and even months – after implementing the habit. What’s even more surprising: Sending the letter is not necessary. Even when people wrote letters but never delivered them to the addressee, they still reported feeling better afterwards.

2. Be optimistic – Another practice that seems to help is optimistic thinking. Study participants were asked to visualize an ideal future – for example, living with a loving and supportive partner, or finding a job that was fulfilling – and describe the image in a journal entry. After doing this for a few weeks, these people too reported increased feelings of well-being.

3. Count your blessings – People who practice writing down three good things that have happened to them every week show significant boosts in happiness, studies have found. It seems the act of focusing on the positive helps people remember reasons to be glad.

4. Use your strengths – Another study asked people to identify their greatest strengths, and then to try to use these strengths in new ways. For example, someone who says they have a good sense of humor could try telling jokes to lighten up business meetings or cheer up sad friends. This habit, too, seems to heighten happiness.

5. Commit acts of kindness – It turns out helping others also helps ourselves. People who donate time or money to charity, or who altruistically assist people in need, report improvements in their own happiness. Lyubomirsky has also created an iPhone application, called Live Happy, to help people boost their well-being. China Daily