A key role for similarity in vicarious reward.

Humans appear to have an inherent prosocial tendency toward one another in that we often take pleasure in seeing others succeed. This fact is almost certainly exploited by game shows, yet why watching others win elicits a pleasurable vicarious rewarding feeling in the absence of personal economic gain is unclear. One explanation is that game shows use contestants who have similarities to the viewing population, thereby kindling kin-motivated responses (for example, prosocial behavior). Using a game show-inspired paradigm, we show that the interactions between the ventral striatum and anterior cingulate cortex subserve the modulation of vicarious reward by similarity, respectively. Our results support studies showing that similarity acts as a proximate neurobiological mechanism where prosocial behavior extends to unrelated strangers.

The value handbook: getting the most from your buildings and spaces.

The Value Handbook is a practical guide, showing how public sector organisations can get the most from ther buildings and spaces in their area. It brings together essential evidence about the benefits of good design, and demonstrates how understanding the different types of value created by the built environment (exchange value, use value, image value,social value, environmental value, and cultural value)is the key to realising its full potential.