Neuromarketing
The ventral tegmental area (VTA) is a group of neurons located in the midbrain that plays a crucial role in the brain's reward circuitry. It is primarily involved in the release of dopamine, a neurotransmitter that signals reward and reinforces behaviors associated with pleasure and motivation. The VTA connects to several other brain regions, including the nucleus accumbens and the prefrontal cortex, forming a critical pathway that regulates motivation and the perception of rewards.
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