Biological evidence of “warm glow giving”, Jorge Moll

by , under Neuroscience Study

A passion for knowledge and naturally curious, Jorge Moll the neuroscientist and researcher has always had a passion for world class research. A native of Brazil, Jorge understands the importance and power of collaboration to bring fourth scientific breakthroughs. Graduating with a MD in Neuroscience from Federal University of Rio de Janeiro, Jorge is also President and Board Member of D’ Or Institute of Research and Education (IDOR). Mr. Moll is also Director of Cognitive and Behavioral Neuroscience Unit (CBNU). A family man, husband and father Jorge enjoys spending time with his children taking them to the movies, and playing with Legos during his down times.


The Power of Giving

Jorge Moll and fellow scientist Jordan Grafman collaborated during the early 2000s, in an effort to gain a better understanding of, economist James Anfreoni’s “warm glow giving”. The term “warm glow giving” refers to the, during that time unknown, reason why humans experience pleasure when giving monetarily to others. Utilizing the newly invented functional magnetic resonance imaging (FMRI) machine ( The fMRI machine shows images of blood flow and otherwise invisible information available using the conventional MRI machine.

The experiment consisted of 19 subjects, each of which was given $128. The subjects then had the option to give the money away or keep it for themselves. During this activity, the subject’s brains where being scanned by the fMRI machines. Jorge Moll and Jordan Grafman discovered during acts of kindness, or charitable activities our brains show increased activity in the same places associated with sex and food. Both sex and food are considered primitive parts of the brain, or the portions that developed 1st. What this means is our brains have evolved to reward us for being charitable. Jorge Moll and Jordan Grafman was able to show biological evidence to support the pleasurable feeling described by the “warm glow giving”.

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