reward system

As they scanned the brains of participants while making decisions, researchers found that those who chose to keep the monetary reward for themselves experienced activity in the mesolimbic reward system, including the ventral tegmental area and the ventral striatum.

The mesolimbic reward system, sometimes referred to as the reward pathway or the mesolimbic pathway, is responsible for releasing dopamine, a neurotransmitter that allows us to feel pleasure and satisfaction.

This finding suggested that giving to other people could provide more pleasure — per the brain’s reward system — than doing something that feels good for oneself.

During the process, the brain also floods with the neurotransmitter dopamine, creating feelings of euphoria and activating the brain's reward system.

The Premack Principle is a motivational behavioral technique based on a reward system.