You got a NO this week. Maybe more than one. Someone said no to you. Or your kid came home with that look on their face. Or you've been trying and trying, and the door just won't open. Here's what the research tells us: your brain processes social rejection in the same region as physical pain. Neuroscientist Naomi Eisenberger found that the anterior cingulate cortex — the part that lights up when you're physically hurt — lights up identically when you're rejected. You are not being dramatic. ...