The Dark Side of Oxytocin

by Jonathan Peters, PhD
Chief Motivation Officer, Sententia Gamification

In several of my articles and webinars, I’ve noted the importance of story in learning programs. Specifically, I mentioned the work of Paul Zak who, with the help of the Department of Defense, has shown that when we hear a character-driven story, even if it is as emotionless as the founding story of your company, we get a nice spike of oxytocin.               

Zak has made a name for himself in the study of oxytocin, being called the “Love Doctor” for his prescription of eight hugs a day. And while love can make the world go ‘round, it turns out it really isn’t as simple as eight hugs, especially during the #metoo era.               

Mammals produce oxytocin in their nervous system and bloodstream. It’s most obvious use is to...

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