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<http://www.betterhumans.com/News/news.aspx?articleID=2004-10-14-2>

Why Instant Gratification Wins Brain battle provides insight into consumer behavior

A new discovery has shed light on why we opt for instant gratification instead of long-term rewards, providing insight into consumer behavior and new treatments for drug addiction.

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The explanation for why we have the mental mechanisms discussed here will come from evolutionary psychology.

Since I now view memetics as a *consequence* of evolved mental mechanisms, this might be of interest to some of you.

There is nothing like functional MRI to gain "insight" into how minds work. :-)

Keith Henson

(Xposted for thread on the virus list)

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