Decision-making 'is a pleasure'
London: From choosing food to solving
mathematical problems, its pleasure which is involved in all types of decision-making, says a new study.
Researchers at University College London have carried
out the study and found that everyday decisions are taken with
one goal in mind -- the pursuit of pleasure. In fact, they`ve
discovered that a reward chemical in the brain plays a role in
the choices people make.
According to the researchers, the neurotransmitter
dopamine, which helps transmit signals between nerve cells,
is linked to reward-seeking behaviour. It generates pleasant
feelings that are associated with certain kinds of stimulus,
such as sex or food.
In humans, the chemical is also believed to be an
important factor in drug addiction. And, the latest research
suggests that ordinary decisions are driven by expectations of
pleasure involving dopamine, the researchers said.
For the study, the researchers asked 61 volunteers to
imagine their ideal holiday. They were then given a drug that
increases dopamine activity and asked to imagine being on
holiday in those destinations.