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Italy. The unwitting codiscoverers of this phenomenon? A species of monkey
known as the macaque.

3
I’LL HAVE
WHAT SHE’S HAVING
Mirror Neurons at Work
IN 2004, STEVE JOBS, CEO,
chairman, and co-founder of Apple, was strolling along Madison Avenue in
New York City when he noticed something strange, and gratifying. Hip white
earphones (remember, back then most earphones came in basic boring black).
Looping and snaking out of people’s ears, dangling down across their chests,
peeking out of pockets and purses and backpacks. They were everywhere. “It
was, like, on every block, there was someone with white headphones, and I
thought, ‘Oh, my God, it’s starting to happen,’” Jobs, who’d recently launched
his company’s immensely successful iPod, was quoted as saying.
1

You could term the popularity of the iPod (and its ubiquitous, iconic white
headphones) a fad. Some might even call it a revolution. But from a
neuroscientific point of view, what Jobs was seeing was nothing less than the
triumph of a region of our brains associated with something called the mirror
neuron.
In 1992, an Italian scientist named Giacomo Rizzolatti and his research team
in Parma, Italy, were studying the brains of a species of monkey—the

either a grad student or another monkey made. Rizzolatti’s team was able to
demonstrate that the macaques’ mirror neurons were responding to what are
known as “targeted gestures”—meaning those activities that involve an object,
such as picking up a nut, or bringing an ice cream cone to your mouth, as
opposed to random movement, such as crossing the room or simply standing
there with your arms crossed.
Do humans’ brains work in the same way? Do we, too, mimic how others
interact with objects? Well, for obvious ethical reasons scientists can’t place an
electrode into a working human brain. However, fMRI and EEG scans of the
regions of the human brain thought to contain mirror neurons, the inferior
frontal cortex and superior parietal lobule, point to yes, as these regions are
activated both when someone is performing an action, as well as when the
person observes another person performing an action. The evidence supporting
the existence of mirror neurons in the human brain is so compelling, in fact,
that one eminent professor of psychology and neuroscience at the University of
California has said, “What DNA is for biology, the Mirror Neuron is for
psychology.”
2

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Have you ever wondered why, when you’re watching a baseball game and
your favorite player strikes out in the top of the ninth inning, you cringe—or
alternately, why, when your home team scores a goal or a touchdown, you
pump your arm in the air? Or why, when you’re at the movies and the heroine
starts weeping, tears well up in your own eyes? What about that rush of

the fronto-insular and anterior cingulated cortices—came alive. It seemed that
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by the mere observation of another person’s pain, these subjects felt the pain as
if it were their own.
Interestingly, mirror neurons are also at work when the opposite takes
place—on those occasions when, in what is known as schadenfreude, we
actually take pleasure in others’ bad luck. Singer and her colleagues showed
volunteers a clip of people playing a game. Some players cheated; others played
fairly, by the rules. Next, the volunteers looked on as some of the players—both
the cheaters and the noncheaters—were given a mild but painful electric
shock.
3

Thanks to mirror neurons, the pain-related regions in both the male and
female brains lit up in empathy when the noncheaters` experienced the shock.
But when the cheaters were shocked, the male subjects’ brains not only showed
less empathy, their reward centers actually lit up (the women in the group still
maintained a noticeable level of empathy). In other words, we all tend to
empathize when bad things happen to good people—in this case the
noncheaters—but when bad things happen to bad people—the cheaters—men,
at least, actually experience a degree of pleasure.
Yawn. Are you yawning now, or feeling the initial stirrings of yawning? I am,
and not because I’m bored, or tired of writing about the brain, but simply
because I just typed the word Yawn. You see, mirror neurons become activated
not only when we’re observing other people’s behavior, they even fire when

neurons not only help us imitate other people, they’re responsible for human
empathy. They send signals to the limbic system, or emotional region, of our
brains—the area that helps us tune in to one another’s feelings and responses—
so we can experience what it’s like to walk—or in this case, trip and sprawl—in
another person’s shoes.

WHAT STEVE JOBS
observed on that New York City day was a good example of mirror neurons in
our everyday lives—and the role they play in why we buy. Just as mirror
neurons caused those monkeys’ brains to mentally imitate the grad student’s
motion, so do they make us humans mimic each other’s buying behavior. So
when we see a pair of unusual earphones sticking out of someone else’s ears,
our mirror neurons trigger a desire in us to have those same cool-looking
accessories, too. But it goes deeper than simple desire.
To see this in action, let’s pay a quick visit to the mall. Imagine that you’re a
woman passing the front window of the Gap. A shapely mannequin wearing
hip-hugging, perfectly worn-in jeans, a simple summery white blouse, and a
red bandanna stops you in your tracks. She looks great—slim, sexy, confident,
relaxed, and appealing. Subconsciously, even though you’ve put on a few
pounds, you think, I could look like that, too, if I just bought that outfit. I could
be her. In those clothes, I, too, could have her freshness, her youthful
nonchalance. At least that’s what your brain is telling you, whether you’re
aware of it or not. Next thing you know, you march into the Gap, whip out
your Visa, and stroll out fifteen minutes later with the jeans, blouse, and
bandanna under your arm. It’s as though you’ve just bought an image, an
attitude, or both. Or, let’s imagine you’re a bachelor hitting up Best Buy. After
browsing the 52-inch HDTV section, you try out a popular new game for the
Nintendo Wii called Guitar Hero 3: Legends of Rock, which allows players to
strap the plastic guitar around their neck and play along to songs like Cream’s