Scientists locate part of brain responsible for quitting

The impulse which told ancient foragers to give up on one pasture and move on to more fertile hunting grounds is the same as that which urges us to try a different internet site if our initial choice is taking too long to appear on screen, the experts believe.

Scientists found that a section of the brain called the dorsal anterior cingulate cortex (ACC) appears to be responsible for weighing up reward against cost in any given situation.

When a certain threshold is reached, the brain gives a signal to throw in the towel.