Brain Activity in Reward Motivation (IMAGE) Washington University in St. Louis Caption The brain's lateral prefrontal cortex (in yellow) shows heightened and more long-lasting activity in people more driven by rewards, even when a reward is not offered. Credit WUSTL Image: Koji Jimura Usage Restrictions None License Licensed content Disclaimer: AAAS and EurekAlert! are not responsible for the accuracy of news releases posted to EurekAlert! by contributing institutions or for the use of any information through the EurekAlert system.