Oxytocin More Than Mere 'Love Hormone'
Hormone Boosts Trust, Empathy, Charitable Donations; Reduces Anxiety and Stress, New Research Shows
WebMD News Archive
Oxytocin May Make you a Do-Gooder continued...
In another study, Zak focused on men and found that men treated with the love hormone were more generous after watching public service ads.
The study included 41 men, assigned to the hormone group or the placebo group. "We used two teaspoons of oxytocin up the nose," he says.
Next, the men watched 16 public service ads on such topics as global warming, smoking, and drunk driving.
The men were asked to tell how they felt about the people in the ads and the causes. They were asked how they would feel about donating to the cause. Next, Zak says, they employed the Jerry Maguire theory to research: "Show me the money."
"Those on placebo donated to 21% of the ads, those on oxytocin 33%," he says.
Men given the hormone donated 56% more money to the causes than men in the placebo group.
Oxytocin, Zak says, "seems to control the balance between self and others in the brain."
Zak says advertisers are onto the power of oxytocin. "Why are puppies in toilet paper commercials?" he asks. Because pitchmen know people feel good about puppies -- hopefully so good their brains will release oxytocin. That, he says, can make them more likely to buy the product.
Oxytocin, Anxiety, and Friends
If oxytocin is coupled with social contact, it can relieve anxiety better than the hormone alone, says researcher Jason Yee, PhD, of the University of Illinois at Chicago.
That's true in animals, at least, as Yee and his colleagues studied the effect of oxytocin and a buddy on calming anxious prairie voles. The animals are known for forming strong, monogamous bonds. Yee stressed them briefly, gave all oxytocin to reduce anxiety, and then compared the recovery from the stress in animals who recovered alone and in those that recovered cuddling with another animal.
Those in the buddy system group exhibited less anxious behavior, in this study defined as trying to escape from the cage.
Oxytocin to Improve Social Cues?
Other animal studies have shown that oxytocin plays a role in bonding and social relationships, helping to explain why some animals are highly social and form long-lasting bonds, according to researcher Larry Young, PhD, of Emory University in Atlanta.
He cited human research that has found improved social function in people with autism after treatment with the hormone. In the future, targeting the oxytocin system in people with autism may be useful, he says, especially when combined with behavioral therapy.