Earthly Rewards

According to researchers, charity yields a pleasure response in the brain similar to sex.

Knowing your money is going to a good cause can activate some of the same pleasure centers in your brain as food and sex, U.S. researchers said on Thursday.

People who participated in a study got a charge knowing that their money went to a charity -- even when the contribution was mandatory, like a tax. They felt even better when they voluntarily made a donation, researchers found.

But, unfortunately, the principle investigator is a liberal and says that people should feel better about paying taxes.

Ulrich Mayr, a psychology professor at the University of Oregon, said the research sheds light on the nature of altruism and could help people feel better about being taxed.

"It shows that in an ideal world you could have a tax situation where you could be a satisfied taxpayer," said Mayr, whose study appeared in the journal Science.

Dr. Mayr seems not to appreciate the difference between volunatary giving and compulsory taking.