A new area of research that uses brain imaging techniques to examine brain activity associated with social processes, such as stereotyping, attitudes and interpersonal attraction, is called

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Social neuroscience is the field that studies the neural, hormonal, cellular, and genetic mechanisms underlying the social structures, processes, and behavior, including phenomena like stereotyping, attitudes, and interpersonal attraction, using brain imaging techniques among other methods.

A New Area of Research That Uses Brain Imaging Techniques