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Tuesday, May 20, 2008

Brain Reactions to Social Approval

A colleague sends along a link to this article in Neuroscience Marketing that I had missed: Money, Social Status Similar in Brain
"Why do people do things that will gain them social approval? It turns out that the same parts of the brain are activated for a positive social outcome as for a monetary reward. In other words, the same reward circuitry is turned on both by social and monetary gains. Corporate marketers as well as non-profit fundraisers have always known that most individuals crave social approval, but these new findings show how our brains process these social rewards and how they relate to money..."
What implications might there be for understanding brain responses? Or is this simply a generalized positive pleasure reaction?

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