Are you suffering from a case of bragger brain? A recent study says talking yourself up may give you a cerebral kind of satisfaction you just can’t resist.

We all know big braggers.

“I think people brag about their children quite a bit,” said Dallas resident Chaille Lizar.

“How much money they`ve got, what toy or car they drive,” said Dallas visitor Paul Manning.

“Most men brag about their athletic prowess when they were younger,” said Dallas visitor Jim Hurley.

 “I think people brag about clothes,” said Dallas resident Lauren Johnson.

 “This is proof that when people talk about themselves they are happy,” said neurologist William Hwang

Now, a new study says there's a scientific reason why.

“There`s a chemical basis, there`s a neurological and anatomical basis to why people do certain things,” said Hwang.

Harvard researchers performed an imaging study called functional MRI. They found the pleasure center in the brain light up when participants talked about themselves.

“The brain lights up and becomes very active when you think about yourself, when you talk about yourself,” said Hwang.

Basically, talking ourselves up makes us happy. It has the same effect as other stimulants.

“They have measured the same area of happiness to food and sex,” said Hwang.

Most of us probably do it from time to time. “I brag about my family, I brag about the people that I love and things like that,” said Melanie Manning

“Probably I do at times, probably none of us even notice it most of the time,” said Dallas resident David McDuffy.

But most agree it can go too far.  At least the next time that happens, you'll know the brain is simply wired to brag.

“It would help us understand what motivates us to do certain thing,” said Hwang.