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He published a study in the "Public Library of Science Biology" that showed that there is far more activity in someone's brain when they see something which incites a feeling that they can relate to. The experiment published depicted the activity in the brain of subjects when they saw a picture of a teacup being grasped in the context of a scene that included biscuits, milk and a teapot, suggesting the hand belongs to someone about to eat and drink, versus when the scene comtains empty plates, suggesting the hand belongs to someone who is clearing up.
Who is Dr. Marco Iacobani?