Scientists have identified a primitive area of the brain that makes us adventurous -- a finding which may help explain why people routinely fall for "new" products when shopping.

Using brain scans to measure blood flow, British researchers discovered that a brain region known as the ventral striatum was more active when subjects chose unusual objects in controlled tests.

The ventral striatum is involved in processing rewards in the brain through the release of neurotransmitters like dopamine.

Scientists believe the existence of this age-old reward mechanism indicates there is an evolutionary advantage in sampling the unknown.

"Seeking new and unfamiliar experiences is a fundamental behavioral tendency in humans and animals. It makes sense to try new options as they may prove advantageous in the long run," said Bianca Wittmann of the Wellcome Trust Centre for Neuroimaging at University College London.

Being daring, however, also carries risks. Some choices could be dangerous and, in the modern world, selecting the new may, for instance, make consumers susceptible to marketing hype.

The positive feedback system in the brain could also contribute to some common vices.

"In humans, increased novelty-seeking may play a role in gambling and drug addiction, both of which are mediated by malfunctions in dopamine release," said Nathaniel Daw, now at New York University, who also worked on the study.

The findings were published online in the journal Neuron.

科學(xué)家發(fā)現(xiàn)，大腦內(nèi)有一個(gè)原始的區(qū)域能使我們愛上冒險(xiǎn)——這項(xiàng)發(fā)現(xiàn)也許可以解釋，為什么購(gòu)物時(shí)人們總是喜歡買“新”產(chǎn)品。

英國(guó)研究人員用腦部掃描儀測(cè)量受試者的血流后發(fā)現(xiàn)，當(dāng)人們?cè)谑芸販y(cè)試中選擇了不同尋常的物品時(shí)，腦部的腹側(cè)紋狀體變得更加活躍了。

腹側(cè)紋狀體通過(guò)釋放神經(jīng)傳遞素，例如多巴胺，來(lái)完成大腦區(qū)域中獎(jiǎng)勵(lì)認(rèn)知功能。

科學(xué)家認(rèn)為，腦部這種古老的獎(jiǎng)勵(lì)機(jī)制在嘗試未知事物方面有進(jìn)化優(yōu)勢(shì)。

“尋找新的、陌生的經(jīng)驗(yàn)是人類和動(dòng)物的一種基本行為趨勢(shì)。因?yàn)閲L試新東西在長(zhǎng)遠(yuǎn)來(lái)看是有優(yōu)勢(shì)的，這種行為是有意義的，” 位于倫敦大學(xué)學(xué)院的維康基金會(huì)神經(jīng)造影中心的比安卡•威特曼說(shuō)。

然而，行為勇敢也是有風(fēng)險(xiǎn)的。有些選擇是危險(xiǎn)的，比如，在現(xiàn)代社會(huì)，人們可能因?yàn)橄矚g新產(chǎn)品而對(duì)商家設(shè)置的陷阱缺乏防備。

腦部的積極反饋機(jī)制也會(huì)讓人們沾染上某些不良的行為習(xí)慣。

“在人類社會(huì)，尋求新奇事物可能導(dǎo)致賭博和吸毒成癮，這兩種行為可以通過(guò)使多巴胺分泌失調(diào)的方式得以緩解，” 紐約大學(xué)的納撒尼爾•多說(shuō)。他曾經(jīng)參與此項(xiàng)研究。

這份研究報(bào)告發(fā)表在《神經(jīng)元》網(wǎng)絡(luò)雜志上。