The more of a dopamine dump in the PFC, the stronger the salience signal of the temptation, the more of a challenge it is for the PFC to resist. Boost dopamine levels in your PFC, and you’ll suddenly have trouble keeping a lid on your impulses.[*21] And exactly as you’d expect, there’s a whole world of factors out of your control influencing the amount of dopamine that is going to be soaking your PFC
