When deeply religious subjects view sacred iconography or reflect on their notion of God, brain scans reveal hyperactivity in the caudate nucleus, a part of the pleasure system that correlates with feelings of joy, love, and serenity. But Lindstrom and Calvert found that this same brain region lights up when subjects view images associated with strong brands like Ferrari or Apple. Steven Kotler
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The caudate nucleus is a portion of the brain’s reward system, which is responsible for feelings of pleasure, happiness and also jealousy. This region gets activated when people see things they want, such as money and luxury cars.

Source: Stealing Fire: How Silicon Valley, The Navy Seals, And Maverick Scientists Are Revolutionizing The Way We Live And Work

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