Given a choice between spending a token to get their absolute favorite food or spending it to have a choice from a buffet of options, capuchin monkeys will opt for variety.

Using advanced tools to see the human brain at work, a new generation of marketing experts may be able to test a product's appeal while it is still being designed.

Researchers at the Franklin Park Zoo say they have been studying gorillas at the Boston zoo to gain insights into human economic behavior. Harvard University graduate student Katherine McAuliffe said by watching the gorillas at the zoo's tropical forest exhibit, researchers hope to learn the origins of human behaviors in relation to risk-taking, gratification and rewards, The Boston Globe said Monday. Right now, we're focusing on what we're calling gorilla economics, McAuliffe said.

Today’s medical doctors and researchers face ethical dilemmas that Hypocrates himself likely couldn’t have imagined.

By JANE NORRIS By Jane Norris The (Charlottesville) Daily Progress charlottesville A Big Stone Gap native with an ear for Italian American stories, a behavioral economics expert who's an Israeli military veteran and an author of thrillers and comic books will be featured speakers at the 15th Virginia Festival of the Book.