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The Neuroscience of Good Storytelling — Paul J. Zak
Future of StoryTelling (FoST)
The Neurochemical Components of Drug Abuse
The attention response is associated with the brain's binding of dopamine to the prefrontal cortex. Most of the second by second variation in immersion is driven by another neurochemical oxytocin, which captures what I call emotional resonance. The release of oxytocin then facilitates greater dopamine binding in areas of the brain associated with a reward. So it generates a craving to repeat or extend this experience.
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