In Brief

An interesting study shows that using services like Twitter can cause feelings similar to love.

When the writer of Viral Loop, Adam Penenberg, interviewed neuroeconomics expert Paul J. Zak, he came to the conclusion that participation is social media often it makes us feel loved by spiking our brains with oxytocin, also known as the “cuddle hormone”.  This could explain the addictive nature of social media and why twittering minute details became a daily occurrence.  A test conducted by Zak on Penenberg proved the medicinal aspect of Twitter – an increase of the cuddle hormone and a decrease in stress was evidenced by simply tweeting “overweight tourists in Speedos”.

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