http://online.wsj.com/article/SB10001424052702304451104577390392329291890.html? 'Talking about ourselves—whether in a personal conversation or through social media sites like Facebook and Twitter—triggers the same sensation of pleasure in the brain as food or money, researchers reported Monday.
About 40% of everyday speech is devoted to telling others about what we feel or think. Now, through five brain imaging and behavioral experiments, Harvard University neuroscientists have uncovered the reason: It feels so rewarding, at the level of brain cells and synapses, that we can't help sharing our thoughts.
Diana Tamir/PNAS Bragging gives the same sensation of pleasure as food and money. The same areas of the brain are activated, scans show.
"Self-disclosure is extra rewarding," said Harvard neuroscientist Diana Tamir, who conducted the experiments with Harvard colleague Jason Mitchell. Their findings were published in the Proceedings of the National Academy of Sciences. "People were even willing to forgo money in order to talk about themselves," Ms. Tamir said.
To assess people's inclination for what the researchers call "self disclosure," they conducted laboratory tests to see whether people placed an unusually high value on the opportunity to share their thoughts and feelings. They also monitored brain activity among some volunteers to see what parts of the brain were most excited when people talked about themselves as opposed to other people. The dozens of volunteers were mostly Americans who lived near the university.
In several tests, they offered the volunteers money if they chose to answer questions about other people, such as President Obama, rather than about themselves, paying out on a sliding scale of up to four cents. Questions involved casual matters such as whether someone enjoyed snowboarding or liked mushrooms on a pizza. Other queries involved personality traits, such as intelligence, curiosity or aggression.
Despite the financial incentive, people often preferred to talk about themselves and willingly gave up between 17% and 25% of their potential earnings so they could reveal personal information. "We joked that this was the penny for your thoughts study," Ms. Tamir said..........'
Source : http://online.wsj.com/article/SB10001424052702304451104577390392329291890.html?
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