Neuroeconomic research at the University of Pennsylvania has conclusively identified a part of the brain that is necessary for making everyday decisions about value. Previous functional magnetic imaging studies, during which researchers use a powerful magnet to determine which parts of a subjects brain are most active while doing a task, have suggested that the ventromedial frontal cortex, or VMF, plays an evaluative role during decision making.

Read more http://www.eurekalert.org/pub_releases/2011-05/uop-prd051711.php