Buying gifts or giving to charity is often more pleasurable than purchasing things for oneself, and luxuries are most enjoyable when they are consumed sparingly.
2014年考研真題（英語二）閱讀理解 Section Ⅱ
When people place their trust in an individual or an institution, their brains release oxytocin, a hormone that produces pleasurable feelings and triggers the herding instinct that prompts humans to connect with one another.