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James Olds (May 30, 1922 – August 21, 1976) was an American psychologist who co-discovered the pleasure center of the brain with Peter Milner while he was a postdoctoral fellow at McGill University in 1954.
Targeted stimulation activates the reward system circuitry and establishes response habits similar to those established by natural rewards, such as food and sex. [1] Experiments on BSR soon demonstrated that stimulation of the lateral hypothalamus , along with other regions of the brain associated with natural reward, was both rewarding as well ...
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).
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James Olds: Effects of Hunger, Sex, and Tranquilizers on Localized Reward Systems in the Brain 1955 Seymour S. Cohen: Molecular Bases of the Parasitism of Some Bacterial Viruses 1954 Daniel H. Alpert: Experiments at Very Low Pressures 1953 Barry Commoner: Studies on the Biosynthesis of Tobacco Mosaic Virus 1952 A. M. Gleason: Natural Coordinate ...
The Consumer Financial Protection Bureau (CFPB) on Wednesday warned that credit card companies devaluing or canceling reward points, cash back or miles rewards programs may be breaking the law.