In our time, the promise of return can be compared with our behavior when surfing the internet-we search, search again, and search again.
We pursue elusive returns until we are finally satisfied.
Mobile phones, the Internet and other social media may inadvertently activate our reward system, but the designers of computers and video games consciously control people's reward system and let players take the bait. "Upgrade" and "win" may appear at any time, so the game has aroused people's interest. This is why it is difficult for people to quit the game.
Not everyone who grabs the joystick of the game machine will take the bait, but for those who are not determined enough, the game is as addictive as drugs.
Prescription for drug addicts
Dopamine plays a role in our addiction. What surprises us most is its role in the treatment of Parkinson's disease. Parkinson's disease is a common neurodegenerative disease, the cause of which is the lack of dopamine in brain cells.
When patients begin to receive medication, the content of dopamine in the brain will be higher than usual. This relieves the main symptoms of Parkinson's disease, but it also brings unexpected new problems.
The drugs taken by Parkinson's patients only exaggerate the role of food, sex, alcohol, gambling and work in the reward system. When dopamine makes our brain perform the task of finding rewards, we are the most adventurous, impulsive and out of control.
More importantly, if the reward doesn't come, the promise of the reward (and the growing anxiety at the thought of stopping) is enough to make us addicted. If you are human, you will empty your wallet and fill your stomach-this is still good. If it is serious, you will find yourself suffering from obsessive-compulsive disorder.
Dopamine Secreting Brain: The Rise of Neuromarketing
When the reward promises to release dopamine, you are more susceptible to other forms of temptation. For example, pornographic pictures make it easier for men to take financial risks, and fantasy lottery tickets make people overeat. These two fantasies of not getting paid back will get you into trouble. A large amount of dopamine will amplify the pleasure of "eating, drinking and having fun" and make you no longer care about the long-term consequences.
Do you know who found it? The answer is someone who wants to make money from you. Every aspect of the retail industry is to make us more eager to buy. For example, large food companies mix appropriate sugar, salt and fat in their recipes to keep your dopamine neurons excited; Lotto advertisements encourage you to imagine what you will do with $ 654.38+0 million after winning the lottery.
Marketing researchers at Stanford University have proved that food and beverage samples will make shoppers more thirsty and have a "reward-seeking" mentality.
Why is this happening? Because the sample contains two promises of maximum return-free and food. (If the person handing out the samples is attractive, this is the third promise. Then you're finished. )
Sellers may also make consumers have non-existent desires through taste. An attractive smell may soon trigger your reward commitment. When you come into contact with odor molecules, the brain will start to look for the source of odor.
Ordinary passers-by will think they smell the dessert. In fact, all he smelled was enhanced chemicals, which specifically stimulated his dopamine neurons and made him walk downstairs with his wallet.
Of course, odor marketing has many benefits besides profits.
In a hospital in Florida, doctors in the MRI department successfully reduced the possibility of canceling the examination appointment at the last minute by releasing the smell of coconut trees and the sea in the waiting area. A small reward promise can be a good medicine to relieve anxiety and help people get closer to what they want to escape.
Self-control-Kelly Magnag-Reading.
Douban? -? Photography? -Yuan Peng, Song Li, Ren Chen Shi
Wechat WeChat official account: Postcards on the Postcard Wall?
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