Researchers at Harvard Medical School in Boston have identified neurons, or brain cells, that seem to play a role in how a person selects different items or goods. Why do you buy this product and not the other one?
It appears that using monkeys they have evaluated orbitofrontal complex (OFC) reactions to different economical choices. Examples given were choosing between 3 drops of grape juice and 10 drops of apple juice.
Functional studies (such at PET and fMRI) have also shown that the OFC is also implicated in a variety of disorders including eating disorders, gambling, and other unusual social behaviors.
Here are some links to abstracts associated with the OFC:
Orbitofrontal cortex activity related to emotional processing changes across the menstrual cycle.
Functional neuroanatomy of aversion and its anticipation.
Orbitofrontal ensemble activity monitors licking and distinguishes among natural reward
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