I'm having trouble finding the article, but AFAIK this was done at least once on a human volunteer (wiring the pleasure center). The experiment revolved around

I'm having trouble finding the article, but AFAIK this was done at least once on a human volunteer (wiring the pleasure center). The experiment revolved around using positive reinforcement to "cure" homosexuality. Needless to say it was shut down when it became clear just how strong the induced feelings were (the subject became obsessed with the remote).