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A recompensa de um ‘like’ nas redes sociais

ByRedação Nova Pauta

jun 23, 2016
Receber um like vale tanto quanto dinheiro (Foto: Reprodução)

João Filho com Agências

Receber um like vale tanto quanto dinheiro (Foto: Reprodução)
Receber um like vale tanto quanto dinheiro (Foto: Reprodução)

Os resultados de uma pesquisa realizada recentemente por pesquisadores do Centro de Mapeamento Cerebral da Universidade da Califórnia, publicada no Jornal da Association for Psychological Science (leia aqui), apontam que receber ‘likes’ nas fotos em redes sociais ativa região cerebral responsável pela sensação de recompensa, semelhante à sensação de comer chocolate ou ganhar dinheiro.

Para a realização da pesquisa, foram captadas e analisadas as atividades cerebrais de 32 adolescentes com idade entre 13 e 18 anos. Durante 12 minutos, eles foram expostos à 148 imagens publicadas por diversos usuários do Instagram em uma interface muito semelhante ao aplicativo em questão.

Dentre as 148 fotos, os pesquisadores incluíram 40 imagens publicadas pelos próprios voluntários, aumentando, propositalmente, o número de curtidas das publicações e dizendo que os ‘likes’ foram dados pelos outros adolescentes submetidos ao estudo (após o término da pesquisa, eles foram informados que as curtidas eram falsas).

Em entrevista ao site de notícias da UCLA (veja aqui), Lauren Sherman, principal autora da pesquisa afirma que “quando os adolescentes viam suas próprias fotos com um grande número de curtidas, percebemos que a atividade cerebral nas regiões conhecidas como áreas responsáveis por recompensa”.

O núcleo cerebral responsável por esta sensação é chamado de accumbens, que, quando estimulado, traz a sensação de recompensa e prazer.

Influenciados

O estudo também mostrou que, quanto mais curtida uma foto é, maior a probabilidade de receber um novo ‘like’, uma vez que foi detectada entre adolescentes pesquisados uma tendência a dar ‘like’, independente da sua opinião, em fotos mais populares.

A pesquisa, financiada pelo National Institutes of Health’s National Institute on Drug Abuse, teve como  coautores  Ashley Payton, com graduação em neurociência pela UCLA e Leanna Hernandez, estudante de Neurociência no laboratório de Depretto na mesma instituição.

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