The price of your soul: How your brain decides whether to 'sell out'

A neuro-imaging study shows that personal values that people refuse to disavow, even when offered cash to do so, are processed differently in the brain than those values that are willingly sold
http://www.emory.edu/EMORY_REPORT/stories/2012/01/esc_brain_decides_sell_out.html
Some points from the study :

• The brain imaging data showed a strong correlation between sacred values and activation of the neural systems associated with evaluating rights and wrongs (the left temporoparietal junction) and semantic rule retrieval (the left ventrolateral prefrontal cortex), but not with systems associated with reward.
• "Most public policy is based on offering people incentives and disincentives," Berns [ Gregory Berns, director of the Center for Neuropolicy at Emory University and lead author of the study] says. "Our findings indicate that it?s unreasonable to think that a policy based on costs-and-benefits analysis will influence people?s behavior when it comes to their sacred personal values, because they are processed in an entirely different brain system than incentives."
• Research participants who reported more active affiliations with organizations, such as churches, sports teams, musical groups and environmental clubs, had stronger brain activity in the same brain regions that correlated to sacred values. "Organized groups may instill values more strongly through the use of rules and social norms" Berns says.
• The experiment also found activation in the amygdala, a brain region associated with emotional reactions, but only in cases where participants refused to take cash to state the opposite of what they believe."Those statements represent the most repugnant items to the individual" Berns says, "and would be expected to provoke the most arousal, which is consistent with the idea that when sacred values are violated, that induces moral outrage."
• Future conflicts over politics and religion will likely play out biologically, Berns says. Some cultures will choose to change their biology, and in the process, change their culture, he notes. He cites the battles over women's reproductive rights and gay marriage as ongoing examples.

The full report is available here