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In September 2013, the My Coke Rewards Beta was launched. [6] The new system which ran on the same website, but with /beta after the .com on the address, used social media challenges and My Coke Rewards codes to gain "status" points to level up, with +5 status points just by creating an account. [7]
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Self-stimulation can exert robust activation of central reward mechanisms due to more direct action than natural rewards, which initially activate peripheral nerves. [ 3 ] [ 2 ] BSR to the medial forebrain bundle (MFB) through either electrical or chemical means activates key components of the reward pathway also activated by natural rewards.
The reward system (the mesocorticolimbic circuit) is a group of neural structures responsible for incentive salience (i.e., "wanting"; desire or craving for a reward and motivation), associative learning (primarily positive reinforcement and classical conditioning), and positively-valenced emotions, particularly ones involving pleasure as a core component (e.g., joy, euphoria and ecstasy).