Study: ‘Love hormone’ roused by social media

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Late Wednesday afternoon, the business district in old downtown Willoughby was crowded with diners and people relaxing on benches along Erie Street.

Many of the men and women, who were enjoying the beautiful weather, were also texting and tweeting on their cellphones.

Little did they know, new research shows they were all experiencing a significant biological reaction, Fox 8 Cleveland reported.

According to a study conducted by Dr. Paul Zak at Claremont Graduate University in California, humans release oxytocin also known as the “love hormone” while communicating through social media websites, and instant and text messaging.

“The brain doesn’t really distinguish between real interaction and texting,” said Zak.

Oxytocin is a hormone that is also released during sex, causing people, especially women to feel a greater bond for their partner.

It also helps reduce cortisol which is the primary stress hormone and has been known to influence a person’s charitable giving.

According to the research, women release 20 percent more oxytocin then men.

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