Here’s one you couldn’t make up—in Westerners, the vmPFC activates in response to seeing a picture of your own face but not your mother’s; in East Asians, the vmPFC activates equally for both; these differences become even more extreme if you prime subjects beforehand to think about their cultural values. Study bicultural individuals (i.e., with one collectivist culture parent, one individualist); prime them to think about one culture or the other, and they then show that culture’s typical profile of vmPFC activation.[55]
