Similar to the way an MRI brain scan can determine whether or not you’ll be good at video games, it can also tell you how successful you’ll be in your attempt to escape the death grip of big tobacco.
Doctors would have patients watch ads about quitting smoking while monitoring the medial frontal lobe of their brain. If there was increased activity in the region during viewing, it indicated a rise in confidence with regard to quitting smoking, which is a good indicator of success in doing so. For those whose brain didn’t show increased activity, they can wallow in self-pity over their weakness with a nice cigarette. [AFP]