MUMBAI: Oxytocin, the cuddle-hormone, casts its influence on the people’s mind when it comes to response to advertising.

According to a new research, Oxytocin increases sensitivity to advertising among humans. The research was tabled during the annual meeting of the Society for Neuroscience, in San Diego.

The researchers, led by Claremont Graduate University, California PhD Paul Zak, found that people treated with Oxytocin donated 56 per cent more money to causes presented in public service announcements.

Study participants who received Oxytocin also reported that the advertisements made them feel more empathetic. Oxytocin is produced naturally in the body and can trigger labour contractions and lactation in women.

The research has proven that Oxytocin is linked to happiness and well-being. It also revealed that women who showed the greatest increase in Oxytocin were also more satisfied with their lives, resilient to adverse events, and less likely to be depressed.