In relation to our previous and well-visited post about oxytocin, we should mention a new study that uses this very substance in a neuroeconomic set-up. In the study, recently published by Neuron, and headed by Baumgartner et al., it was found that the administration of oxytocin affected subjects’ in a trust game. In particular, it was found that subjects that received oxytocin were not affected by information about co-players that cheated. Or, as put in the abstract:
(…) subjects in the oxytocin group show no change in their trusting behavior after they learned that their trust had been breached several times while subjects receiving placebo decrease their trust.
That is extremely interesting. This suggests that oxytocin, a mammalian hormone + neurotransmitter that is known to be related to maternal behaviour and bonding, also is modulating social trust. So the brain link is obvious. But what happens in the brain when oxytocin is administered during the trust game?
This difference in trust adaptation is associated with a specific reduction in activation in the amygdala, the midbrain regions, and the dorsal striatum in subjects receiving oxytocin, suggesting that neural systems mediating fear processing (amygdala and midbrain regions) and behavioral adaptations to feedback information (dorsal striatum) modulate oxytocin’s effect on trust.
So oxytocin reduces fear and aversion responses, and this leads to the lack of effect in responding to cheaters. Excellent, why not use this for treating anxiety, phobia and other fear-related problems? Sounds promising, and yet other more ethically problematic issues remain to be resolved. Think, for example, about whether oxytocin makes us more susceptible to gambling, shopping and marketing effects? Or what if it may work as the first scientifically proven aphrodisiac? What if your next pick-up line would be “Hi, I’m Thomas, how are you” just followed by a few ‘puff-puff’ sounds.
Joke aside, studies like this demonstrates that emotions and decisions are often influenced by factors not consciously available, or at least only partially so. As the marketing industry is increasingly interested in multi-sensory inventions, oxytocin may be the next step in this endaveour.