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In the 1950s, James Olds and Peter Milner implanted electrodes in the
brains of rats and allowed the animals to press a lever to receive a
mild burst of electrical stimulation to their brains. Olds and Milner
discovered that there were certain areas of the brain that rats would
repeatedly press the lever to receive stimulation to. They found a
region known as the septal area, which lies just below the front end of
the corpus callosum, to be the most sensitive. One of the rats in their
experiment pressed a lever 7500 times in 12 hours to receive electrical
stimulation here.
It's important to note that since the earliest research on the reward
system our perspective on dopamine's role in reward has changed
slightly. At one time dopamine was considered to be the
neurotransmitter responsible for causing the experience of pleasure,
but it is now thought to be involved with aspects of reward other than
the direct experience of enjoyment. While the details are still being
worked out, some have suggested dopamine is involved in encoding
memories about a reward (e.g. how to get it, where it was obtained)
and attributing importance to environmental stimuli that are
associated with the reward.