vrml (3027321) writes "A novel brain imaging study published by the prestigious Neuroimage journal sheds light on different reactions that players' brains display when they meet a virtual character in a game world. While their head was inside a fMRI machine, participants played an interactive virtual experience in which they had to survive a serious fire emergency in a building by reaching an exit as soon as possible. However, when they finally arrived at the exit, they also found a virtual character trapped under an heavy cabinet, begging them for help. Some participants chose not to help the character and took the exit, while others stopped to help although the fire became more and more serious and moving away the cabinet required considerable time. Functional brain imaging showed activation of very different brain areas in players when they met the character. When there was an increased functional connectivity of the brain salience network, which suggests an enhanced sensitivity to the threatening situation and potential danger, players ignored the character screams and went for the exit. In those players who helped the character, there was an engagement of the medial prefrontal and temporo-parietal cortices, which in the neuroscience literature are associated with the human ability of taking the perspective of other individuals and making altruistic choices. The paper concludes by emphasizing how virtual worlds can be a salient and ecologically valid stimulus for modern social neuroscience."