PART 4 - Neurotransmitter Dopamine Surge
π§Ά Tags:: #literature_Notes
π Resources:: Hooked (2014)
2024-11-01 - 03:07
Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward. Introducing variability multiplies the effect, creating a focused state, which suppresses the areas of the brain associated with judgment and reason while activating the parts associated with wanting and desire.
Although classic examples include slot machines and lotteries, variable rewards are prevalent in many other habit-forming products.
When Barbra lands on Pinterest, not only does she see the image she intended to find, but she is also served a multitude of other glittering objects. The images are related to what she is generally interested in β namely things to see on her upcoming trip to rural Pennsylvania β but there are other things that catch her eye as well.
The exciting juxtaposition of relevant and irrelevant, tantalizing and plain, beautiful and common, sets her brainβs dopamine system aflutter with the promise of reward. Now sheβs spending more time on Pinterest, hunting for the next wonderful thing to find. Before she knows it, sheβs spent 45 minutes scrolling.