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Why Gifts Should Be a Surprise: The Neuroscience of Giving Why the gift should be a surprise? A study from the University of Pennsylvania discovered that human brains are hardwired to enjoy unexpected rewards. In the study, when people received an unexpected gain, the neurons in the substantia nigra (which play a significant role in reward) “exhibited significantly higher firing rates”. In other words, that awesome feeling you get when you get a surprise is hardwired into your bra …