Scientific American FrontiersTV Show
Science, technology and nature are examined with insight, humor and an eye on the practical, with smartly paced reports on such subjects as the big-bang theory, robots, the relationship between stress and illness, and whether we are alone in the universe (more…)
Season 15, Episode 7 Hidden Motives
First Aired: March 2, 2005
“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.
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