Neurotheology vs. neuromarketing: What does the brain show when we perform good deeds for our fellow humans?

According to recent research in neuroscience, neurocerebrology, neuroeconomics, and neuromarketing, when people perform acts of generosity or kindness toward their fellow humans, but not when they receive, the activity of brain regions associated with stress and the “fight or flight” defense system – the dorsal anterior cingulate cortex, the right insula, and both sides of the amygdala – is massively diminished, to the point of extinction, leading to a state of general calm and serenity, felt on a physical and mental level.

By suppressing activity in areas associated with the feeling of stress, the “quiet brain” experiences positive inner states. Thus, the same centers that respond to pleasure induced by dopamine and oxytocin are activated in the cortex of those who provide material goods or emotional support. The former is a neurotransmitter of motivation, satisfaction and reward, and oxytocin, also called the “cuddle hormone”, creates and strengthens attachment bonds.

More specifically, with the help of advanced magnetic resonance imaging, specialists observed that the caudate nucleus and the nucleus accumbens were activated when participants were simply witnesses of donating their money to people in need, but when they gave it themselves, these areas became extremely active, creating a state of satisfaction.

Even more interesting is the fact that when generous people decided to give alms, the brain’s reward system, linked to dopamine, was specifically activated more than when they themselves received money[1]. In fact, “the mere memory of acts of kindness has effects almost equivalent to their performance, as a group of researchers from Japan and North America found, in the sense that givers were much happier even by mentally counting the good deeds they had done a week before. Or as the researchers concluded: “When you do someone a favor, you will receive your reward many times over when you think about it in the future.”

The benevolent, altruistic and merciful attitude, in addition to activating the brain’s reward system, stimulates the production and infusion of oxytocin in the cerebral hemispheres, which translates into positive feelings, such as love, gratitude, self-confidence[2].

Scientists, based on brain scans in moments of generosity, have identified and speak of a “warm glow”, diffused throughout the cortex, as a result of the positive feelings felt in moments of kindness and generosity. This is, on the one hand, a reward for the good deed done, but on the other hand, it motivates us to perform acts of charity[3].

In a language more accessible to the average reader, Gary Chapman, in his work, entitled Love as a Way of Life, describes the beneficial effects of love for our neighbor, manifested in acts of mercy or kindness: "when we do good deeds, endorphins are eliminated in the body, natural substances with calming potential; after performing a good deed, we have a feeling of euphoria, followed by a sensation of relaxation; the fact of caring for others can reduce the negative effects of diseases and psychological imbalances in the body; it has been proven that, after performing good deeds, we get rid of depressive states, as well as feelings of aggression and isolation; for this reason, after we do something good for someone, health problems caused by stress tend to disappear; after performing a good deed, the beneficial effects on the health of the body and the state of relaxation that envelops us persist for hours or even days, through remembering the action; it has been proven that thinking about the good of a person with whom we have a good relationship strengthens the immune system; acts of altruism positively influence self-esteem, the optimism we show and the feeling of satisfaction towards ourselves[4].

Therefore, and paradoxically, if the simple thought of a banknote alters the state of psychological well-being, including in extremely wealthy people who should not feel anxiety due to poverty, the memory of a good deed, of generosity and giving, gives the feeling of solidarity and communion, of love and sacrifice, motivating and urging to other gestures of the same kind, but ever higher and richer. Or, as scientists have measured, when we do a good deed in favor of our neighbor, our state of fulfillment increases by 44%!

[1] Caroline WEBB, How to Have a Good Day, translated from English by Iulia Bertea, Publishing House Publica, Bucharest, 2016, p. 416.

[2] Dr. Med. Julia FISCHER, The Medicine of Feelings. What Really Lies Behind Our Emotions, translated from German by Paul Slayer Grigoriu, Publica Publishing House, Bucharest, 2021, p. 310.

[3] Dr. Paul DOLAN, The Recipe for Happiness. Change What You Do, Not How You Think, foreword by Dr. Danie