OKAZAKI, Aichi Prefecture--Scratching an itch activates the same brain mechanism that generates feelings of comfort in people when they are praised or fall in love, according to a scientific study.
In both cases, more activity is generated in the striatum and midbrain regions, the National Institute for Physiological Sciences said Jan. 9...
These brain regions, called the “reward system,” are more active when people fall in love, win at gambling, or succeed in their jobs, previous studies have shown.
The researchers concluded that scratching itchy areas activates the reward system and produces feelings of comfort.
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