In my last post, "The Secret to Marketing", I discussed the importance of generating an emotional reaction in the prospective customer. The Journal of Neuroscience has an article in the July 3 edition that discusses research at Duke University that shows:
"that your feelings about something and the value you put on it are calculated similarly in a specific area of the brain."
The research also appears to indicate that economic value increases with a stronger positive emotional response.
If this research holds up, I think we would have scientific proof of utility theory as defined by the Austrian School of economics. I will refrain from discussing F.A. Hayek's research in psychology.
I found this story at FinanceProfessor.com. The July 3 Table of Contents for The Journal of Neuroscience is here, but I do not see the article that was referenced in that blog