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What Neuroscience Tells Us About Consumer Desire

In the early 1950s, two scientists at McGill University inadvertently discovered an area of the rodent brain dubbed "the pleasure center," located deep in the nucleus accumbens. When a group of lab rats had the opportunity to stimulate their own pleasure centers via a lever-activated electrical current, they pressed the lever over and over again, hundreds of times per hour, foregoing food or sleep, until many of them dropped dead from exhaustion. Further research found pleasure centers exist in human brains, too.

Carmen Nobel

Full Story: http://hbswk.hbs.edu/item/6950.html?wknews=03282012

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