It is also part of the brain's reward center, and can be stimulated by rewards like food and love. The lonely subjects displayed far less activity in this region while viewing pleasant pictures, and they also had less brain activity when shown the unpleasant pictures. When non-lonely subjects viewed the unpleasant pictures, they demonstrated activity in the temporoparietal junction, an area of the brain associated with empathy; the lonely subjects had a lesser response [source: University of Chicago].