FAST COMPANY - July 1 - Neuroeconomist Paul Zak has discovered, for the
first time, that social networking triggers the release of the
generosity-trust chemical (oxytocin) in our brains. "Neuroeconomics,"
an emerging field that combines economics with biology, neuroscience,
and psychology. Oxytocin is now, thanks largely to Zak, recognized as
the human stimulant of empathy, generosity, trust, and more. It is, Zak
says, the "social glue" that adheres families, communities, and
societies, and as such, acts as an "economic lubricant" that enables us
to engage in all sorts of transactions. As Zak and others deepen their
study of oxytocin, we may better understand why people with friends
live longer and get sick less, and why we are compelled to be social
animals online and off. Over the next few years, Zak launched a flurry
of oxytocin experiments. One showed that men personalize negotiations
over money, while a second indicated that they react hormonally when
not trusted. Another study found that when a man was given a dose of
oxytocin, he was more willing to allow someone else to control his
investments. Other research showed that touch will trigger release of
oxytocin, as will massage. Late last year, Zak attended a wedding in
England and took blood samples from the wedding party before and after
the ceremony. Predictably, the bride had the highest levels of
oxytocin, followed by her mother. But the groom also experienced a
rise, and immediate family measured higher levels of oxytocin than
friends.
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