The area seems to be a general negativity-detector: the amount lost doesn’t matter, and winning leaves it cold. But the brain does take account of previous experience. A run of losses produces a stronger response. The brain region in question, the medial frontal cortex, or MFC, is part of the limbic system, which produces our emotions. Animal studies have shown that the same brain region fires when events don’t match expectation and a change of plan is needed.