James Olds (1956)discovered that rats would ignore food,water,and other life-sustaining necessities for hours if they were able to control stimulation of certain parts of the brain.He called these areas of the brain:

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Olds called these areas of the brain "pleasure centers" because the rats seemed to experience pleasure or reward from the stimulation, leading them to ignore other basic needs. Receptors are sensory cells that detect stimuli, reinforcers are stimuli that increase the likelihood of a behavior recurring, and addiction centers are not a scientific term for specific brain areas.

James Olds (1956)discovered That Rats Would Ignore Food,water,and Other Life-Sustaining