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If you鈥檙e pondering whether to buy a Galaxy smartphone or an iPhone this holiday season, a part of the brain called the dorsomedial prefrontal cortex (PFC) might ultimately determine your choice. Results of a new study by Avinash Vaidya and Dr. Lesley Fellows, researchers at the Montreal Neurological Institute and Hospital (The Neuro), suggest that this region of the brain plays a critical role in making choices.