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Tag: dopamine

New Research Suggests that Decisions are Driven by Expectations of Pleasure

Posted on November 13, 2009 in Research & News

Scientists have discovered that a reward chemical in the brain plays a key role in choices such as where to go on vacation. The neurotransmitter dopamine, which helps transmit signals between nerve cells, is linked to reward-seeking behavior, and generates pleasant feelings that are associated with sex, food, and drug addiction.

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