Studies expand oxytocin's role beyond 'cuddle hormone'

New human research suggests the chemical oxytocin — dubbed the "cuddle hormone" because of its importance in bonding between romantic partners and mothers and children — also influences feelings of well-being and sensitivity to advertising. Additional animal research shows that oxytocin may relieve stress and anxiety in social settings and may be more rewarding than cocaine to new mothers. The findings were presented at Neuroscience 2010, the Society for Neuroscience's annual meeting and the world's largest source of emerging news about brain science and health.

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