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NeuroForecasting: how brain activity can predict stock prices or viral videos | Brian Knutson
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Neuroscientists have spent the past few decades tracing the network of brain systems—some deep and emotional, and others more analytical and deliberate— that work together as we make tough choices like where to invest our money as well as more everyday decisions like which videos to watch online—or, for that matter, which podcast to listen to. You can imagine that the ability to listen in on the brain systems that guide our choices might start to let scientists predict our decisions. But toda...