(Video: Neuroimaging: assessing what's cool) Steve Quartz is studying the brain's reaction to products the person considers "cool." His theory is that the brain reacts differently when a person is looking at these products. Which method does Quartz use to study brain activity?

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Steve Quartz uses neuroimaging with MRI scans to study brain activity in response to products considered "cool."

(Video: Neuroimaging: Assessing What's Cool) Steve Quartz Is Studying the Brain's