Reward system

The reward system is a group of neural structures responsible for incentive salience, associative learning, and positively-valenced emotions, particularly ones involving pleasure as a core component. Reward is the attractive and motivational property of a stimulus that induces appetitive behavior, also known as approach behavior, and consummatory behavior. A rewarding stimulus has been described as "any stimulus, object, event, activity, or situation that has the potential to make us approach and consume it".

In operant conditioning, rewarding stimuli function as positive reinforcers; however, the converse statement also holds true: positive reinforcers are rewarding.
The reward system motivates animals to approach stimuli or engage in behaviour that increases fitness.
Survival for most animal species depends upon maximizing contact with beneficial stimuli and minimizing contact with harmful stimuli.

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Source: Wikipedia · Image: Wikimedia Commons · CC BY 2.0