Neurological Correlates Allow Us to Predict Human Behavior

A combination of factors, from oxytocin release as an indicator of emotional investment to cortisol and other hormones that correlate with attention, can forecast what people will do after an experience.

Written byPaul J. Zak
| 17 min read

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ABOVE: © ISTOCK.COM, MAKSIM TKACHENKO

When he asks if I need help, I am mortified. At 38,000 feet, the stranger next to me believes I’m having a crisis. Maybe I am. I’m crying uncontrollably as I watch the scene unfolding before me on the seven-inch screen. Damn that Clint Eastwood.

Movies, songs, and photographs can bring us to tears of joy or sadness. Why did Million Dollar Baby reduce me to a quivering mess while other people enjoy it without the emotional overflow? My lab has spent much of the last 20 years measuring brain activity to predict when an experience will induce emotional reactions. Our research established the neurochemical oxytocin as a key signal that the brain values an experience and thereby affects people’s decisions, and a vast literature now describes oxytocin’s role in motivating prosocial behaviors such as trustworthiness, generosity, and charitable giving. Recently, we found that combining ...

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