This is why it’s so damn hard to bribe a cokehead:

New measurements of brain activity in individuals addicted to cocaine confirm that addicted individuals have compromised sensitivity to monetary rewards.

“This altered sensitivity to reward may help explain why some drug-addicted individuals are unable to modify their drug-taking behavior, even in the face of well-understood negative consequences and/or positive incentives for behavioral change,” said Rita Goldstein, who runs the neuropsychoimaging lab at the U.S. Department of Energy’s Brookhaven National Laboratory where the work was done. Muhammad A. Parvaz, a Stony Brook University graduate student working with Goldstein, presented the findings at the Society for Neuroscience annual meeting in San Diego on November 7, 2007.

Source

Interesting implications for economics. May explain why the financials of Hollywood seem to defy logic.

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