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To assess people's inclination for what the researchers call "self disclosure, " they conducted laboratory tests to see whether people placed an unusually high value on the opportunity to share their thoughts and feelings.

WSJ: The Science of Bragging and Boasting

Generally, acts of self disclosure were accompanied by spurts of heightened activity in brain regions belonging to the meso-limbic dopamine system, which is associated with the sense of reward and satisfaction from food, money or sex.

WSJ: The Science of Bragging and Boasting

Bathurst notes that while coming clean is the most proactive way to handle a Web indiscretion before it threatens your career, depending on the offense, you should keep in mind that self disclosure might cause you to lose your job.

FORBES: Managing Internet Indiscretions At Work