Pioneers

Steve Quartz, with images from a functional MRI, leads a Caltech team that is using brain imaging technology to explore the decisions people make, including how the brain reacts to “cool” and “uncool” products and celebrities.

( Gary Friedman / LAT )

Steve Quartz, with images from a functional MRI, leads a Caltech team that is using brain imaging technology to explore the decisions people make, including how the brain reacts to “cool” and “uncool” products and celebrities.

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