Rating is available when the video has been rented.
This feature is not available right now. Please try again later.
Published on Oct 1, 2018
Using FMRI machines to monitor brain activity as test subjects wrestle with an abundance of choices, Prof. Colin Camerer and researchers at Caltech have identified the parts of the brain responsible for choice overload.
Learn more at www.caltech.edu
CHOICE OVERLOAD explained
Researchers have long known that we are overwhelmed by too many choices
Now, Caltech researchers have discovered what’s happening inside our brains
FMRI brainscans reveal increased activity in two parts of the brain: The anterior cingulate cortex (ACC) - weighs cost-benefits of actions The striatum - considers “should-i-do-this-again?”
Caltech researchers offered test subjects different choices and found
Brain activity ramps up as options are added Activity peaks with about 12 options Then drops off as more options are added
More options means more rewards but too many options require too much work to evaluate outcomes and our brains simply choose not to choose