Learn More: Ventromedial Prefrontal Cortex Encodes Emotional Value http://www.jneurosci.org/content/33/27/11032.abstract Brain sets prices with emotional value "You might be falling in love with that new car, but you probably wouldn't pay as much for it if you could resist the feeling." "Playin' with my money is like playin' with my emotions!" http://www.youtube.com/watch?v=UkbabSAvhDg Watch More: The Value of Money http://testtube.com/dnews/dnews-358-what-is-the-value-of-money Cost of Living On Mars http://testtube.com/dnews/dnews-121-the-cost-of-living-on-mars Shots of Awe: Ecstatic Surrender http://testtube.com/shotsofawe/ecstatic-surrender