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One of the mysteries of gambling is that even when we should know we're going to lose, we somehow think we're going to win. Dr. Luke Clark, from the Department of Experimental Psychology at the University of Cambridge, may have discovered one of the reasons why. Using MRI, he studied brain activity in people gambling, looking particularly at "near misses" in which a loss seems close to a win. He found that the brain activated the same reward system that is activated in a real win, despite the fact that people report that these near misses are unpleasant. (CBC Radio | Quirks & Quarks | February 21, 2009)