29 Apr '18, 6am

Felt good after buying that handbag, chocolate or cigarette? Here's why

Felt good after buying that handbag, chocolate or cigarette? Here's why

Every day we make a range of choices in the pursuit of pleasure: we do things that make us feel good or work in a specific job because it’s rewarding or pays well. These experiences help shape our perspectives on life and define our personality. Consequently, problems with our ability to manage or maintain our pursuit of pleasure often lie at the root of many neuropsychiatric disorders such as addiction and depression. What’s going on in the brain when we experience pleasure? Pleasure itself – that good feeling you get in response to food, sex and drugs – is driven by the release of a range of neurotransmitters (chemical messengers) in many parts of the brain. But dopamine release in the brain’s reward system is particularly important. Dopamine release tells the brain when to expect something rewarding, modulates how rewarding it will be and drives us to seek rewarding thi...

Full article: http://www.business-standard.com/article/current-affairs/...

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