Pass the Chocolate, I’m out of Cash: How the Brain Deals with Fairness

I find money and food to be similar in many ways.  It seems to be difficult for many people to gain control over either and it seems that both topics can become emotionally charged, quickly.

Researchers have studied both, finding that the brain can respond similarly to both money and food behaviors. Surprised? Me neither. But I do find it interesting what the neurosciences have discovered. Let me share a little of that with you.

The brain, you should know, responds to fairness. One study asked their participants if they would agree to someone else’s division of money. If they declined, neither party would receive anything. Offers were made, each amounting to receiving $5 but from different totals. Some were offered $5 out of $10 while others were offered $5 from $20+. And here comes the interesting part: the brain’s reward circuitry was activated only for “fair offers.” In this case receiving $5 out f $10 was registered in the brain as being fairer than receiving $5 out of $23.

This part of the brain, one that reacts to “being fairly treated” is the same part of the brain responding to certain cravings, like for chocolate. Why? It seems to that the brain area that is activated in receiving a fair offer is the same area that is activated when we eat craved foods, like chocolate.

For those who are interested, the regions in the brain that respond to fairness are  the ventral striatum and ventromedial prefrontal cortex.

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