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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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