Related Experiment Video
Updated: Aug 9, 2026

Studying Food Reward and Motivation in Humans
Published on: March 19, 2014
Envisioning the reward
Arjen van Ooyen1, Pieter R Roelfsema
1Department of Experimental Neurophysiology, Centre for Neurogenomics and Cognitive Research, Vrije Universiteit, De Boelelaan 1085, 1081 HV Amsterdam, The Netherlands.
Abstract:
The primary visual cortex (area V1) is for vision. At least, that is what most researchers believe. However, in a recent issue of Science, Shuler and Bear demonstrate a correlate of reward timing in area V1. This surprising result indicates that brain circuits for reward processing are more extensive than expected and that area V1 has more functionality than previously thought.
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