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According to British researchers, acts of selfless generosity activate reward regions of the brain, making the warm glow of kindness a reality.
By analyzing the brain analyzes of more than a thousand people who make good decisions, psychologists at the University of Sussex have confirmed that even if nothing is for you, being kindly makes you feel really good.
The study, published in NeuroImage, analyzed analyzes from existing research, but for the first time, she made the distinction between true altruism and strategic kindness – pleasurable actions that can also bring you back. Something.
"This major study raises questions about people having different motivations to give to others: clear personal interest in the warm glow of altruism," said Dr. Daniel Campbell-Meiklejohn, director of the study and Director of the Social Decision Laboratory at the University of Sussex. , in a report.
"The decision to share resources is the cornerstone of any cooperative society. We know that people can choose to be nice because they like to feel like a "good person", but also that people can choose to be nice when they think that they are. There may be something "inside" as a returned favor or better reputation.
"Some people might say that 'why' we give little importance, as long as we do it. However, what motivates us to be nice is both fascinating and important. If, for example, governments can understand why people can give when they do not have anything for them, then they can understand how to encourage people to volunteer, donate to charities or support charities. other members of their community.
Campbell-Meiklejohn and his team found that the acts of kindness that brought us something to gain made us happier, as reward areas of the brain consumed more oxygen when people acted out of strategic kindness. But these areas were also enlightened by acts of altruism, and some areas of the anterior cingulate cortex were more active for altruism than for strategic kindness. So there is something particularly satisfying to be altruistic.
Research suggests that rewarding people for the behavior they foresaw as unselfish could actually be detrimental.
"Given that we know that these two motivations overlap in the brain, charities should be careful not to offer something that looks like a symbolic gesture, as it may hurt feelings of altruism. Sending small gifts in exchange for a monthly donation could change the perception of donors of their altruistic or transactional motivation. In doing so, charities could also inadvertently replace the feeling of warmth with a sense of having a bad deal, "said Jo Cutler, co-author of the study.
"The same problems can also arise when we think of interactions between family, friends, colleagues or strangers on an individual basis. For example, if you help a friend move out after a long day, you may feel undervalued and less likely to help. A hug and kind words can, however, trigger a warm glow and make you feel appreciated. "
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According to British researchers, acts of selfless generosity activate reward regions of the brain, making the warm glow of kindness a reality.
By analyzing the brain analyzes of more than a thousand people who make good decisions, psychologists at the University of Sussex have confirmed that even if nothing is for you, being kindly makes you feel really good.
The study, published in NeuroImage, analyzed analyzes from existing research, but for the first time, she made the distinction between true altruism and strategic kindness – pleasurable actions that can also bring you back. Something.
"This major study raises questions about people having different motivations to give to others: clear personal interest in the warm glow of altruism," said Dr. Daniel Campbell-Meiklejohn, director of the study and Director of the Social Decision Laboratory at the University of Sussex. , in a report.
"The decision to share resources is the cornerstone of any cooperative society. We know that people can choose to be nice because they like to feel like a "good person", but also that people can choose to be nice when they think that they are. There may be something "inside" as a returned favor or better reputation.
"Some people might say that 'why' we give little importance, as long as we do it. However, what motivates us to be nice is both fascinating and important. If, for example, governments can understand why people can give when they do not have anything for them, then they can understand how to encourage people to volunteer, donate to charities or support charities. other members of their community.
Campbell-Meiklejohn and his team found that the acts of kindness that brought us something to gain made us happier, as reward areas of the brain consumed more oxygen when people acted out of strategic kindness. But these areas were also enlightened by acts of altruism, and some areas of the anterior cingulate cortex were more active for altruism than for strategic kindness. So there is something particularly satisfying to be altruistic.
Research suggests that rewarding people for the behavior they foresaw as unselfish could actually be detrimental.
"Given that we know that these two motivations overlap in the brain, charities should be careful not to offer something that looks like a symbolic gesture, as it may hurt feelings of altruism. Sending small gifts in exchange for a monthly donation could change the perception of donors of their altruistic or transactional motivation. In doing so, charities could also inadvertently replace the feeling of warmth with a sense of having a bad deal, "said Jo Cutler, co-author of the study.
"The same problems can also arise when we think of interactions between family, friends, colleagues or strangers on an individual basis. For example, if you help a friend move out after a long day, you may feel undervalued and less likely to help. A hug and kind words can, however, trigger a warm glow and make you feel appreciated. "
