We have an association with money again, but this time, the view is from the other side. Likes have a clear social nature compared to money, which is slightly abstract and can be packed in safes. Anthropologists (in particular, P. Adolfs and RA A. Dunbar) hypothesized in 2009 that the evolutionary history of the primates' brains and, especially, the human brain is directly related to the increasing importance of social interaction and group membership.
Simply put, heartless evolution forced the human brain to develop in such a way that it would be well-prepared to manage complex social relationships. But how could evolution force the brain to do something? By using chemical handouts and the chemical whip, or course. You get a feeling of pleasure if you communicate well with your surroundings or a sense of fear and anxiety if you communicate poorly.
The authors of the study "What the Brain Loves: Neural Feedback Correlates in Social Networks," which we referred to at the very beginning of the article, report that likes are a new phenomenon and a new concept, but they reflect a rather ancient human need. This need is the need to join a group of one's kind, gain recognition in the group, and occupy a high place in the group's hierarchy. When a person or business chases likes on social media, it's striving to take a strong and profitable place in society.