How Much Money Would It Take to Root for the Red Sox?

The Yankis are the most hated baseball team in 28 of the 50 US states. The feelings run so deep that neuroscientists can watch them light up people's minds. When Red Sox fans see the Yankis fail, they show immediate activation in brain regions linked to reward and pleasure. A rivalry exists whenever we reserve special animosity for a group we see as competing with us for resources or threatening our identities.