The brain and socially motivated behavior
How much we value an item is often related to what other people have. You might want the newest fashion, but not once everybody has it.
How much we value an item is often related to what other people have. You might want the newest fashion, but not once everybody has it. Or, winning a free lunch at your favorite restaurant might not seem as great if the other person won a million dollars. Now, researchers in Japan have discovered a region of the brain that controls these kinds of behaviors in monkeys.
In their study published in Proceedings of the National Academy of Sciences, a team of researchers from the National Institutes of Natural Sciences in Okazaki, Japan show that when monkeys think other monkeys will be rewarded, their own rewards become less appealing. This was evident in the amount that monkeys licked their lips while waiting for their reward. The team found that licking increased the more monkeys anticipated receiving a reward and decreased as they anticipated the other monkey would receive it instead.
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