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Updated: Feb 22, 2026

Studying Food Reward and Motivation in Humans
Published on: March 19, 2014
Shared temptations: An fMRI study of dishonest profit maximization
1Leadership Excellence Institute Zeppelin, Zeppelin University, Friedrichshafen, Germany.
Abstract:
A single case of a tempting-decision task involving financial gain is reported. The subject showed a prosocial Social Value Orientation and applied a profit-maximizing strategy. Differential brain activation patterns for self-serving and other-serving decisions were observed. Results provide new insight into the design of paradigms on bounded ethicality and self- and group-serving behavior.
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