{"id":1950,"date":"2024-04-12T11:57:05","date_gmt":"2024-04-12T01:57:05","guid":{"rendered":"https:\/\/www.biworldwide.com\/en-au\/?p=1950"},"modified":"2025-04-03T14:42:28","modified_gmt":"2025-04-03T03:42:28","slug":"the-right-reward","status":"publish","type":"post","link":"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-right-reward\/","title":{"rendered":"The Right Reward"},"content":{"rendered":"<div class=\" has-content-align-left has-overlay has-overlay--dark alignwide wp-block-biw-block-theme-hero\">\n\t<div class=\"biw-hero__grid\">\n\t\t\t\t\t<div class=\"biw-hero__breadcrumbs\">\n\t\t\t\t<div id=\"breadcrumbs\" class=\"breadcrumb-nav__wrapper\"><span class=\"breadcrumb-nav\"><span><a href=\"https:\/\/www.biworldwide.com\/en-au\/\">Home<\/a><\/span><\/span><\/div>\t\t\t<\/div>\n\t\t\n\t\t\t\t\t<div class=\"biw-hero__media has-dynamic-border-radius\">\n\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__overlay overlay-dark\"><\/div>\n\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"600\" src=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Untitled-design-49.jpg\" class=\"biw-hero__bg-image\" alt=\"A brain is centered in the image, surrounded by colorful, swirling neon lines on the right. On the left, chalkboard-style mathematical formulas and geometric diagrams fill the space, creating a contrast between art and science.\" style=\"object-position: 71% 41%;\" srcset=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Untitled-design-49.jpg 1800w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Untitled-design-49-300x100.jpg 300w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Untitled-design-49-1024x341.jpg 1024w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Untitled-design-49-768x256.jpg 768w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Untitled-design-49-1536x512.jpg 1536w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"biw-hero__content\">\n\t\t\t\t\t\t<h1 class=\"biw-hero__title\" style=\"line-height: 1.2\">\n\t\t\t\tThe Right Reward\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__text\">\n\t\t\t\t\t\n\n<p>Cash is king. We\u2019ve all heard that phrase. A variety of studies have shown that when asked, most people will say \u201cgive me the cash\u201d in exchange for motivating their behaviour \u2013 but when it comes to actually doing that behaviour, more people are motivated by non-cash rewards. This is a clear example of\u00a0<strong>Preference Reversal<\/strong>\u00a0&#8211; Saying one thing and doing another.\u00a0<a href=\"https:\/\/www.biworldwide.com.au\/behavioural-economics\/The-Right-Reward\/#below-hero\"><\/a><a href=\"https:\/\/www.biworldwide.com.au\/behavioural-economics\/The-Power-of-Dopamine\/#below-hero\"><\/a><a href=\"https:\/\/www.biworldwide.com.au\/behavioural-economics\/Idiosyncratic-Fit\/#below-hero\"><\/a><\/p>\n\n\n\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=\"#\">Let&#8217;s Talk<\/a><\/div>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"biw-hero__experts\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-hero__expert\">\n\t\t\t\t\t\t\tTom Nash\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-hero__expert-title\">, Account Director, BI WORLDWIDE Australia<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<a href=\"#related-experts\" class=\"biw-hero__experts-link\">More about the author<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>A study conducted by&nbsp;<a href=\"https:\/\/theirf.org\/research_post\/reward-preferences-making-a-lasting-impact-on-incentive-program-participants\/\">Incentive Research Foundation<\/a>, found although with annual awards cash bonuses were almost universally a top pick of how employees wanted to be rewarded. Yet, receiving a cash bonus was ranked sixth when rewards were correlated to&nbsp;<strong>job satisfaction and for motivation to do best work<\/strong>.<\/p>\n\n\n\n<p>Research conducted by BI WORLDWIDE found that people perform at a higher level when the awards are focused on wants, like experiences and merchandise, versus cash.<\/p>\n\n\n\n<div class=\"wp-block-group alignfull  layout-columns-12 has-global-padding is-layout-constrained wp-container-core-group-is-layout-9e09659d wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-643ced6b wp-block-columns-is-layout-flex is-reversed-direction-on-mobile\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-right:0;padding-left:0\">\n<div data-animate=\"true\" data-animation-direction=\"left\" data-child-animation=\"none\" class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div style=\"--image-aspect-ratio: 16\/9;--video-aspect-ratio: 16\/9;\" class=\"wp-block-biw-block-theme-video-block\"data-modal-id=\"modal-69f5acc32a533\">\n\t<div class=\"video-block__content-wrapper\">\n\t\t<img loading=\"lazy\" decoding=\"async\" width=\"2218\" height=\"1216\" src=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Right-Reward-Tom-Nash-Headshot.png\" class=\"video-block__image has-dynamic-border-radius\" alt=\"A man with curly hair is wearing a white shirt and smiling. He stands against an orange and white geometric background. A logo in the bottom right corner reads BI WORLDWIDE.\" style=\"object-position:50% 50%;\" srcset=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Right-Reward-Tom-Nash-Headshot.png 2218w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Right-Reward-Tom-Nash-Headshot-300x164.png 300w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Right-Reward-Tom-Nash-Headshot-1024x561.png 1024w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Right-Reward-Tom-Nash-Headshot-768x421.png 768w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Right-Reward-Tom-Nash-Headshot-1536x842.png 1536w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Right-Reward-Tom-Nash-Headshot-2048x1123.png 2048w\" sizes=\"auto, (max-width: 2218px) 100vw, 2218px\" \/>\t\t\t\t\t<button \n\t\t\t\tclass=\"video-block__play-button video-popup-trigger\" \n\t\t\t\taria-label=\"Play video\" \n\t\t\t\taria-haspopup=\"dialog\"\n\t\t\t\taria-controls=\"modal-69f5acc32a533\"\n\t\t\t>\n\t\t\t<span class=\"button-icon\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"33\" height=\"32\" viewBox=\"0 0 33 32\" fill=\"none\">\n\t\t\t\t\t<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M26.2696 12.5534C28.8988 14.1 28.8988 17.9023 26.2696 19.4489L11.5291 28.1198C8.86252 29.6884 5.50098 27.7657 5.50098 24.6721L5.50098 7.33029C5.50098 4.23662 8.86253 2.314 11.5291 3.88255L26.2696 12.5534Z\" fill=\"white\"\/>\n\t\t\t\t\t<\/svg>\n\t\t\t\t<\/span>\n\t\t\t\t<span class=\"screen-reader-text\">Play video<\/span>\n\t\t\t<\/button>\n\t\t\t<\/div>\n<\/div>\n\n\t<dialog \n\t\tclass=\"video-block__dialog \"\n\t\t\t\t\tstyle=\"--video-aspect-ratio: 16\/9;\"\n\t\t\t\tid=\"modal-69f5acc32a533\"\n\t\taria-labelledby=\"dialog-title-modal-69f5acc32a533\"\n\t\taria-describedby=\"dialog-desc-modal-69f5acc32a533\"\n\t>\n\t\t<div class=\"video-block__container\">\n\t\t\t<button \n\t\t\t\tclass=\"video-block__close\" \n\t\t\t\taria-label=\"Close video\"\n\t\t\t\ttype=\"button\"\n\t\t\t>\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\">\n\t\t\t\t\t<path d=\"M18 7.05L16.95 6L12 10.95L7.05 6L6 7.05L10.95 12L6 16.95L7.05 18L12 13.05L16.95 18L18 16.95L13.05 12L18 7.05Z\" fill=\"currentColor\"\/>\n\t\t\t\t<\/svg>\n\t\t\t<span class=\"screen-reader-text\">Close video<\/span>\n\t\t<\/button>\n\t\t\t\t\t\t<div \n\t\t\t\tclass=\"video-block__content\"\n\t\t\t\tid=\"dialog-desc-modal-69f5acc32a533\"\n\t\t\t\tdata-video-id=\"766372733\"\n\t\t\t\tdata-video-type=\"vimeo\"\n\t\t\t\tdata-autoplay=\"0\"\n\t\t\t\tdata-controls=\"1\"\n\t\t\t>\n\t\t\t\t<div id=\"videoPlayer\"><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/dialog>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull  layout-columns-10 has-global-padding is-layout-constrained wp-container-core-group-is-layout-0b5f5b40 wp-block-group-is-layout-constrained\"><blockquote class=\"has-gradient-fill-orange wp-block-biw-block-theme-biw-testimonial-quote\">\n\t<div class=\"biw-testimonial__quote\">\n\t\t<div class=\"biw-testimonial__content\">\n\t\t\t<p>Money, as it turns out, is very often the most expensive way to motivate people.<br><\/p>\t\t<\/div>\n\t<\/div>\n\t\t\t<footer class=\"biw-testimonial__attribution\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t<cite class=\"biw-testimonial__info\">\n\t\t\t\t\t\t\t\t\t\t\t<p class=\"biw-testimonial__name\">Dan Ariely, <br><\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"biw-testimonial__company\">Predictably Irrational<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/cite>\n\t\t\t\t\t<\/footer>\n\t<\/blockquote>\n<\/div>\n\n\n\n<p>It is accepted in the behavioural science community that non-cash rewards are a more effective motivator than cash. But why? Well, rewards that are tangible and experience-based, stimulate visualisation and evoke human emotions. This is known as&nbsp;<strong>hedonic rewards<\/strong>.<\/p>\n\n\n\n<p>Ran Kivetz, PhD, of Columbia University, indicates that when awards are made in cash, the mind of the receiver becomes calculative in nature. In other words, rewards that are positioned in specific dollar values tend to be seen as a deal by the recipient: \u201cIf I do this, it\u2019s worth $X to me.\u201d Most recipients won\u2019t consider the reward a \u201cdeal\u201d when the dollar value is not explicit. With non-monetary, tangible rewards, most people ask themselves, \u201cDo I want this? What do I have to do to get it?\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1394\" height=\"387\" src=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/The-Christine-Holgate-Effect-\u2013-A-Rewards-and-Recognition-Perspective.png\" alt=\"A horizontal arrow progresses through icons representing different spending categories: a dollar sign for cash, a gas pump and groceries, tools for utilitarian merchandise, a man with headphones for luxury, and people on a beach for experiences.\" class=\"wp-image-1953\" srcset=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/The-Christine-Holgate-Effect-\u2013-A-Rewards-and-Recognition-Perspective.png 1394w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/The-Christine-Holgate-Effect-\u2013-A-Rewards-and-Recognition-Perspective-300x83.png 300w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/The-Christine-Holgate-Effect-\u2013-A-Rewards-and-Recognition-Perspective-1024x284.png 1024w, https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/The-Christine-Holgate-Effect-\u2013-A-Rewards-and-Recognition-Perspective-768x213.png 768w\" sizes=\"auto, (max-width: 1394px) 100vw, 1394px\" \/><\/figure>\n\n\n\n<p>Cash is very private and transactional in nature. When you think about it, people don\u2019t commonly tell friends or colleagues about their cash rewards. They are more likely to share their tangible rewards, such as a watch or golf clubs. Just by sharing, the reward experience is enhanced. This is known as&nbsp;<strong>sociability<\/strong>&nbsp;&#8211; the desire to talk about the reward with others.<\/p>\n\n\n\n<p>There is also a&nbsp;<strong>re-consumption<\/strong>&nbsp;element to hedonic rewards. Every time you use or see your tangible reward, the brain remembers the reasons for earning the reward (acts as a reinforcement mechanism in the brain \u2013 stored as long-term memory). That reminder gives you a sense of achievement and fulfilment. Cash is forgotten about as soon as you spend it.<\/p>\n\n\n\n<p>On top of that, people are more likely to use their cash rewards on everyday transactions such as groceries, petrol and bills. This is based on the behavioural economic principle called&nbsp;<strong>mental accounting theory<\/strong>, where humans categories cash rewards as \u201cmoney to pay the bills,\u201d and non-cash rewards as a separate category altogether (fun and exciting). Non-cash awards and redeeming points give people permission to indulge themselves guilt-free and get things or go places they normally wouldn\u2019t pay for themselves. This is a classic example of&nbsp;<strong>justifiability<\/strong>&nbsp;&#8211; the willingness to indulge in something hedonic without using our own money.<\/p>\n\n\n\n<p>As humans, we are always looking to take it to the next level, experience the latest and greatest destination, and the opportunity to get that next big hedonic reward. We put in more effort and greater focus to strive for that reward. This is known as the&nbsp;<strong>hedonic treadmill<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Hedonic Rewards \u2013 A Neuroscience Perspective<\/h3>\n\n\n\n<p>The combination of dopamine and serotonin is a powerful chemical released in the brain that is responsible for motivation, craving, wellbeing, happiness and the pursuit of goals. It acts as the reward gateway, being released when humans are rewarded, driving us to repeat the behaviour and to be rewarded again. Therefore, the brain acts as a predictor of the future (if I do this, I get that).<\/p>\n\n\n\n<p>When humans are given a free choice to pursue something, they choose to act on the dopamine-fueled choice, which is the choice associated with a stimulating reward. That is why organisations should consider well-chosen rewards that provoke an emotional response that is likely to cause a recipient\u2019s interneurons to prioritise the \u201creward stimuli.\u201d In doing so generates long-term memory and the associated behaviours that the reward was designed to encourage.<\/p>\n\n\n\n<p>Repetitive use of gift cards and cash gradually loses appeal (excitement and buzz diminishes). This is because dopamine and serotonin respond to new and exciting rewards (meaningful rewards) as they tap into our emotions. As a result, building stronger connections in the brain between the stimuli (reward) and the desired behavior.<\/p>\n\n\n\n<p>When the opportunity to earn hedonic rewards regularly is present, it increases our awareness in&nbsp;<strong>anticipating<\/strong>&nbsp;the reward for positive behaviours and achieving goals (dopamine is released at the first hint that a reward is coming). Therefore, the dopamine released is the motivator trigger to pursue something that is likely to be associated with a future reward.<\/p>\n\n\n\n<p>Combining hedonic rewards in your social recognition program will greatly amplify performance, engagement and retention.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">In Summary<\/h3>\n\n\n\n<p>People change their behaviour for two reasons. They have to or they want to. And in reality, we are not as rational as we think. Emotion trumps reason. Don\u2019t leave success to chance. By offering tangible, aspirational rewards your participants will think about, talk about, and want to re-live, over and over again. Therefore, using the power of behavioural science and rewards can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Inspire your entire team<\/li>\n\n\n\n<li>Change behaviour<\/li>\n\n\n\n<li>Create a high-performing culture<\/li>\n\n\n\n<li>Maximise performance<\/li>\n\n\n\n<li>Deliver measurable business results<\/li>\n<\/ul>\n\n\n\n<p>Trust the research \u2013 you&#8217;ve never rewarded employees and customers like this before.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Research conducted by BI WORLDWIDE found that people perform at a higher level when the awards are focused on wants, like experiences and merchandise, versus cash.<\/p>\n","protected":false},"author":27,"featured_media":1929,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"associated_experts":[{"id":407,"title":"Tom Nash","type":"industry-expert","slug":"tom-nash","industry_expert_title":"Account Director, BI WORLDWIDE Australia"}],"featured_image_focal_point":{"x":0.5,"y":0.5},"footnotes":""},"content-topic":[28,29],"problem-space":[6],"class_list":["post-1950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","content-topic-behavioural-economics","content-topic-behavioural-science","problem-space-employee-engagement"],"featured_media_global":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Right Reward - Australia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-right-reward\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Right Reward - Australia\" \/>\n<meta property=\"og:description\" content=\"Research conducted by BI WORLDWIDE found that people perform at a higher level when the awards are focused on wants, like experiences and merchandise, versus cash.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-right-reward\/\" \/>\n<meta property=\"og:site_name\" content=\"Australia\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-12T01:57:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-03T03:42:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Untitled-design-49.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1800\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"tmooney\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"tmooney\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-right-reward\/\",\"url\":\"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-right-reward\/\",\"name\":\"The Right Reward - Australia\",\"isPartOf\":{\"@id\":\"https:\/\/www.biworldwide.com\/en-au\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-right-reward\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-right-reward\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Untitled-design-49.jpg\",\"datePublished\":\"2024-04-12T01:57:05+00:00\",\"dateModified\":\"2025-04-03T03:42:28+00:00\",\"author\":{\"@id\":\"https:\/\/www.biworldwide.com\/en-au\/#\/schema\/person\/ce59bb9b98e31f770290dd86b0605da2\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-right-reward\/#breadcrumb\"},\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-right-reward\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/www.biworldwide.com\/en-au\/our-work\/blog\/the-right-reward\/#primaryimage\",\"url\":\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Untitled-design-49.jpg\",\"contentUrl\":\"https:\/\/www.biworldwide.com\/en-au\/wp-content\/uploads\/sites\/6\/2025\/03\/Untitled-design-49.jpg\",\"width\":1800,\"height\":600,\"caption\":\"A brain is centered in the image, surrounded by colorful, swirling neon lines on the right. 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