Episode Detail: Hidden Motives - Scientific American Frontiers
“Hidden Motives” explores unconscious determinants of behavior, including purchasing decisions and biases, and how brains make choices between rational and emotional factors. At Caltech, host Alan Alda's brain is scanned while he looks at various products by neuroscientists practicing what they call “neuroeconomics.” At Harvard, he's tested to explore biases about women in the workplace. And at Princeton his brain is scanned again: this time to see how he reacts to unfair situations.
