Sunday, November 21, 2010

Take A Good Deal

Research shows that a fair deal feels good because it activates the brain’s reward centers (ventral striatum, ventromedial prefrontal cortex), just like cocaine.

Participants were given offers to split a sum of money, and almost always accepted 50/50 or 40/60 deals, activating the brain’s reward centers. Bad offers activated the insula - the region associated with disgust.

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