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...example, the classic taste test. P. Read Montague of Baylor College of Medicine performed his version of the Pepsi Challenge inside a functional magnetic resonance imaging (fMRI) machine in 2004. Montague gave 67 people a blind taste test of both Coke and Pepsi, then placed his subjects in the scanner, whose magnetic field measures how active cells are by recording how much oxygen they consume for energy. After tasting each drink, all the volunteers showed strong activation of the reward areas of the brain--which are associated with pleasure and satisfaction--and they were almost evenly split in their preferences...

Author: /time Magazine | Title: The Brain: Marketing To Your Mind | 1/19/2007 | See Source »

Inspired by a true story, “Happyness,” whose intentionally misspelled title is based on a single flimsy scene, is a standard feel-good film with few twists or turns. Smith literally runs through the movie, lugging around a forty-pound portable bone density scanner, which he tries to sell unsuccessfully. His pace is exhausting, especially since he goes nowhere for the first hour...

Author: By Claire J Saffitz, CRIMSON STAFF WRITER | Title: MOVIE REVIEW: The Pursuit of Happyness | 12/14/2006 | See Source »

Steve approaches an unmarked door and begins typing his secret code on the keypad. He enters the lobby and is greeted by an older woman seated behind a desk. She silently motions for Steve to put his hands inside a biometric scanner. From that point on, she will only refer to him by his identification number: X19. “Which video would you like today?” she asks, as she edges towards “Catholic School Girl Party.” Clearly, Steve is not the next double-oh agent. He is merely getting ready...

Author: By John F. Pararas, CONTRIBUTING WRITER | Title: All in a Day’s Work | 12/6/2006 | See Source »

Such competition is fueling the arms race. Via Christi is counterattacking with a new neuromedicine service line. The weapons: a 64-slice CT scanner; and a brand-new $3.5 million CyberKnife, an X-ray gun that zaps tumors with pinpoint precision, housed in its own $1.5 million building. It has set up a stroke-treatment center and brain-aneurysm lab. "This is one of the areas that we've beefed up since all the specialty stuff happened," says Larry Schumacher, CEO of Via Christi's Wichita operations. "We're trying very hard to protect that." Wesley, for its part...

Author: /time Magazine | Title: The Hospital Wars | 12/5/2006 | See Source »

...photos of the 20 female participants - 10 anorexics and 10 controls of normal weight - all of whom were dressed in vest and shorts. Though faces in the pictures were deliberately made blurry, the women were told whether they were about to see others or themselves while in the MRI scanner...

Author: /time Magazine | Title: Mind Over Mirror | 10/23/2006 | See Source »

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