Experiencing sweet taste is associated with an increase in prosocial behavior.

Taste may be the first sense that emerged in evolution. Taste is also a very important sense since it signals potential beneficial or dangerous effects of foods. Given this fundamental role of taste in our lives, it is not surprising that taste also affects our psychological perception and thinking. For example, previous research demonstrated remarkable psychological effects of sweet taste experiences, suggesting that sweetness may be a source domain for prosocial functioning. Recent research reports that briefly experiencing sweet taste made participants more helpful in their intentions and behavior. The current study aims to test this hypothesis and to examine the neural underpinnings of this effect by using an fMRI approach. Participants were asked to taste sweet, salty, and neutral taste while lying in the fMRI scanner. Subsequently their prosocial behavior was tested by playing the dictator game, a measure of prosocial behavior. Results showed that sweet taste was associated with an increase in prosocial behavior compared with previously experiencing salty taste but did not affect control stimuli ratings. FMRI results revealed a modulation of the dorsal anterior cingulate cortex associated with this sweetness effect. This brain area is known to play a central role for monitoring conflicts and decisions and has been directly linked to selfish and prosocial economic decisions. The results demonstrate that sweet taste has complex psychological effects including positive and socially desirable outcomes. We discuss the results with other studies on psychological sweetness effects and suggest possible implications of these findings.

Altruistic acting caused by a touching hand: neural underpinnings of the Midas touch effect.

Giving and receiving touch are some of the most important social stimuli we exchange in daily life. By touching someone, we can communicate various types of information. Previous studies have also demonstrated that interpersonal touch may affect our altruistic behavior. A classic study showed that customers give bigger tips when they are lightly touched by a waitress, which has been called the Midas touch effect. Numerous studies reported similar effects of touch on different kinds of helping or prosocial behaviors. Here, we aim to examine the neural underpinnings of this effect by employing a functional magnetic resonance imaging approach. While lying in the scanner, participants played different rounds of the dictator game, a measure of prosocial behavior. Before each round, participants were touched (or not touched in the control condition) by an experimenter. We found that touching the hand increased the likeliness to behave prosocial (but not the general liking of control stimuli), thereby confirming the Midas touch effect. The effect was predicted by activity in the primary somatosensory cortex, indicating that the somatosensory cortex here plays a causal role in prosocial behavior. We conclude that the tactile modality in social life may be much more important than previously thought.

Do Empathic Individuals Behave More Prosocially? Neural Correlates for Altruistic Behavior in the Dictator Game and the Dark Side of Empathy.

Do empathic individuals behave more prosocially? When we think of highly empathic individuals, we tend to assume that it is likely that those people will also help others. Most theories on empathy reflect this common understanding and claim that the personality trait empathy includes the willingness to help others, but it remains a matter of debate whether empathic individuals really help more. In economics, a prominent demonstration that our behavior is not always based on pure self-interest is the Dictator Game, which measures prosocial decisions in an allocation task. This economic game shows that we are willing to give money to strangers we do not know anything about. The present study aimed to test the relationship between dispositional empathy and prosocial acting by examining the neural underpinnings of prosocial behavior in the Dictator Game. Forty-one participants played different rounds of the Dictator Game while being scanned with functional magnetic resonance imaging (fMRI). Brain activation in the right temporoparietal junction area was associated with prosocial acting (number of prosocial decisions) and associated with empathic concern. Behavioral results demonstrated that empathic concern and personal distress predicted the number of prosocial decisions, but in a negative way. Correlations with the amount of money spent did not show any significant relationships. We discuss the results in terms of group-specific effects of affective empathy. Our results shed further light on the complex behavioral and neural mechanisms driving altruistic choices.

Dispositional empathy predicts primary somatosensory cortex activity while receiving touch by a hand.

Previous research revealed an active network of brain areas such as insula and anterior cingulate cortex when witnessing somebody else in pain and feeling empathy. But numerous studies also suggested a role of the somatosensory cortices for state and trait empathy. While recent studies highlight the role of the observer's primary somatosensory cortex when seeing painful or nonpainful touch, the interaction of somatosensory cortex activity with empathy when receiving touch on the own body is unknown. The current study examines the relationship of touch related somatosensory cortex activity with dispositional empathy by employing an fMRI approach. Participants were touched on the palm of the hand either by the hand of an experimenter or by a rubber hand. We found that the BOLD responses in the primary somatosensory cortex were associated with empathy personality traits personal distress and perspective taking. This relationship was observed when participants were touched both with the experimenter's real hand or a rubber hand. What is the reason for this link between touch perception and trait empathy? We argue that more empathic individuals may express stronger attention both to other's human perceptions as well as to the own sensations. In this way, higher dispositional empathy levels might enhance tactile processing by top-down processes. We discuss possible implications of these findings.

Personal involvement is related to increased search motivation and associated with activity in left BA44-a pilot study.

Numerous studies explore consumer perception of brands in a more or less passive way. This may still be representative for many situations or decisions we make each day. Nevertheless, sometimes we often actively search for and use information to make informed and reasoned choices, thus implying a rational and thinking consumer. Researchers suggested describing this distinction as low relative to high involvement consumer behavior. Although the involvement concept has been widely used to explain consumer behavior, behavioral and neural correlates of this concept are poorly understood. The current study aims to describe a behavioral measure that is associated with high involvement, the length of search behavior. A second aim of this study was to explore brain activations associated with involvement by employing functional magnetic resonance imaging (fMRI). We presented participants information cues for different products and told them that they had to answer questions with respect to these products at the end of the experiment. Participants were free to stop the information search if they think they gathered enough information or to continue with collecting information. Behavioral results confirmed our hypothesis of a relationship between searching behavior and personal involvement by demonstrating that the length of search correlated significantly with the degree of personal involvement of the participants. fMRI data revealed that personal involvement was associated with activation in BA44. Since this brain region is known to be involved in semantic memory, the results of this pilot study suggest that high involvement consumer behavior may be linked to cognitive load and attention towards a product.

Striatal response to favorite brands as a function of neuroticism and extraversion.

Recent research has demonstrated that the perception of favorite brands involves similar brain networks than artificially associated reward stimuli. This has been explained by the association of brands with appetitive stimuli due to marketing efforts. Thereby, strong emotional bonds between the brand and the customer may be established. Furthermore, previous studies have shown that the personality dimension extraversion can be linked with the dopaminergic system and reward-sensitive brain areas. The current study aimed to examine if personality traits are associated with the perception of brands as rewarding stimuli. In order to test this hypothesis we conducted an fMRI study in which we presented pictures of chocolate brands, which participants had to rate according to their personal attraction. The personality traits were assessed according to the Five-Factor-Model. Results revealed that favorite brands engaged reward-related brain areas (ventral striatum). This activation was significantly correlated with the degree of extraversion and neuroticism of the participants. Thus, the results demonstrate that personality traits are closely associated with the perception of brands as rewarding stimuli. We discuss the results with recent studies on the neuronal substrates of reward related processing of cultural objects and the role of personality in brand loyalty.