Bragging about yourself on Facebook really does make you feel better, tests have revealed.
A study found that it triggered the same sensation of pleasure as food, money or even sex.
Participants in the research were so keen to brag about their achievements that they would rather give up money than their chance to carry on doing so, the Daily Mail reported.
According to Harvard University neuroscientists, the findings applied to boasting not only in person but also on online social networks such as Facebook.
The US team used an MRI scanner to monitor brain activity in subjects who were asked to talk first about their own beliefs and thoughts, then those of others.
The results showed that whenever participants talked about themselves there was increased activity in the mesolimbic dopamine system, the area of the brain linked to the feeling of reward in sex, winning money or enjoying a good meal.