When someone copies us, it feels like they’ve stolen a piece of our identity. This is particularly true when that content reflects our values, creativity, or vision. As social psychologist Dr. Susan Krauss Whitbourne writes, “Plagiarism… strips away the originality and ownership that you deserve.”

The brain agrees. The medial prefrontal cortex (mPFC), which is involved in processing self-related information, shows heightened activity when we encounter things that feel personally significant. If we see our work being replicated without credit, especially by someone close, it registers as a violation of the self.