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“The oxytocin influence is "a remarkable finding," says neuroscientist Antonio Damasio of the University of Iowa College of Medicine in Iowa City in an editorial published with the new report. Damasio had previously argued that the hormone acts somewhat as a love potion. ‘It adds trust to the mix, for there is no love without trust,’ he says. Worries may arise that crowds of people will be sprayed with oxytocin at political rallies or other events to induce trust in speakers, Damasio notes. However, he proposes that slick marketing strategies for political and other products probably already trigger oxytocin release in many consumers (”