/channels/taxonomy/term/3929/all en /channels/news/there%E2%80%99s-more-meets-eye-when-making-choices-257296 <p>If you’re pondering whether to buy a Galaxy smartphone or an iPhone this holiday season, a part of the brain called the dorsomedial prefrontal cortex (PFC) might ultimately determine your choice. Results of a new study by Avinash Vaidya and Dr. Lesley Fellows, researchers at the Montreal Neurological Institute and Hospital (The Neuro), suggest that this region of the brain plays a critical role in making choices.</p> Mon, 14 Dec 2015 17:56:37 +0000 webfull 114586 at /channels