Apr 272008

Paying people a compliment appears to activate the same reward centre in the brain as paying them cash, Japanese researchers said.

They said the study offers scientific support for the long-held assumption that people get a psychological boost from having a good reputation.

“We found that these seemingly different kinds of rewards — a good reputation versus money — are biologically coded by the same neural structure, the striatum,” said Dr. Norihiro Sadato of the Japanese National Institute for Physiological Sciences in Okazaki, Japan.

“This provides the biological basis of our everyday experience that personal reputation is felt as rewards,” Sadato said in an e-mail.

Sadato’s team studied 19 healthy people using a brain imaging technique known as functional magnetic resonance imaging, or fMRI.

In one set of experiments, people played a gambling game in which they were told one of three cards would yield a payout. The researchers then monitored the brain activity triggered when the subjects got a cash reward.

In a second set of experiments, people were told they were being evaluated by strangers based on information from a personality questionnaire and a video they had made.

The researchers then monitored reactions to these staged evaluations — including when the subjects thought strangers had paid them a compliment.

 Posted by at 8:47 am

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