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A key role for similarity in vicarious reward.

Mobbs, D and Yu, R and Meyer, M and Passamonti, L and Seymour, B and Calder, AJ and Schweizer, S and Frith, CD and Dalgleish, T (2009) A key role for similarity in vicarious reward. Science, 324. 900-.

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Abstract

Humans appear to have an inherent prosocial tendency toward one another in that we often take pleasure in seeing others succeed. This fact is almost certainly exploited by game shows, yet why watching others win elicits a pleasurable vicarious rewarding feeling in the absence of personal economic gain is unclear. One explanation is that game shows use contestants who have similarities to the viewing population, thereby kindling kin-motivated responses (for example, prosocial behavior). Using a game show-inspired paradigm, we show that the interactions between the ventral striatum and anterior cingulate cortex subserve the modulation of vicarious reward by similarity, respectively. Our results support studies showing that similarity acts as a proximate neurobiological mechanism where prosocial behavior extends to unrelated strangers.

Item Type: Article
Uncontrolled Keywords: Adult Basal Ganglia Brain Mapping Empathy Female Games, Experimental Gyrus Cinguli Humans Magnetic Resonance Imaging Male Prefrontal Cortex Reward Self Concept Social Behavior Social Desirability Young Adult
Subjects: UNSPECIFIED
Divisions: Div F > Computational and Biological Learning
Depositing User: Cron Job
Date Deposited: 07 Mar 2014 11:24
Last Modified: 11 Aug 2014 01:10
DOI: 10.1126/science.1170539

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