Using a revolutionary method of imaging the brain, researchers from the Open University and the London Business School say they have identified the brain region that becomes active as the shopper reaches to the supermarket shelf to make their final choice.

The scientists used a technique known as magnetic encephalography (MEG) — the fastest of all scanner methods — to measure the minute magnetic fields around the brain and identify regions that are active during the second or so it takes for a person to make their shopping choice.