Psychologists at the University of Sussex, after analyzing the brain scans of over 1000 people who made kind decisions, are now able to say for sure that the warm glow of kindness is real. In fact, it exists in a particular place within your brain. For the first time, researchers were able to bring together previous studies that suggested generosity activates the brain's reward network. These scientists were able to differentiate between two types of kindness: altruistic (when there is nothing to be gained from being kind) and strategic (when an act of kindness can lead to something gained). The study's findings revealed ... something unique about altruistic acts of kindness. Being kind with no intent of personal gain not only activates the brain's reward areas, it also activates other brain regions (in the subgenal anterior cingulate cortex) as well. This means that when you act kind with no hope of gaining something in return, your brain will activate more and in different ways than when you are strategically kind. Acting strategically kind can even make you feel worse, and diminish your glow. Co-author of the study and PhD student Jo Cutler explains, ...if after a long day helping a friend move house, they hand you a fiver, you could end up feeling undervalued and less likely to help again. A hug and kind words however might spark a warm glow and make you feel appreciated." Ultimately, it does matter what the intent is behind kindness.