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Humans assign value to brands. Brands represent wealth, strength, and yes, sex. We are our brands. And for some rhesus macaques in a lab, one brand, Adidas, represents monkey genitalia. The researchers paired dominant male faces, subordinate male faces, and female hindquarters with some brand logos, then paired scrambled images with other brand logos. “We know how social rewards can be processed differently compared to primary rewards like food or water,” the study’s first author M. Yavuz Acikalin in the Stanford Graduate School of Business told Gizmodo. “Essentially, what this is looking at, ‘is can monkeys also associate the rewards with arbitrary stimuli, and create associations more directly though conditioning.’” Jeff and Anthony discuss monkeys and business. GET BONUS EPISODES, VIDEO HANGOUTS AND MORE. VISIT: http://patreon.com/wehaveconcerns Get all your sweet We Have Concerns merch by swinging by http://wehaveconcerns.com/shop Hey! If you’re enjoying the show, please take a moment to rate/review it on whatever service you use to listen. Here’s the iTunes link: http://bit.ly/wehaveconcerns And here’s the Stitcher link: http://bit.ly/stitcherwhconcerns Or, you can send us mail! Our address: We Have Concerns c/o WORLD CRIME LEAGUE 1920 Hillhurst Ave #425 Los Angeles, CA 90027-2706 Jeff on Twitter: http://twitter.com/jeffcannata Anthony on Twitter: http://twitter.com/acarboni Today’s story was sent in by James Gerstner: https://www.popsci.com/how-much-super-bowl-sweat If you’ve seen a story you think belongs on the show, send it to [email protected], post in on our Facebook Group https://www.facebook.com/groups/WeHaveConcerns/ or leave it on the subreddit: http://reddit.com/r/wehaveconcerns Support the show and get bonus episodes, videos, Discord community access and more! http://patreon.com/wehaveconcerns Jeff on Blue Sky: https://bsky.app/profile/jeffcannata.bsky.social Anthony on Blue Sky: https://bsky.app/profile/acarboni.bsky.social