Ian Pitchford

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When these areas are bathed in dopamine, the result is desire – the carrot that makes the horse run forward. But the reward system has a second weapon that functions more like the proverbial stick. When your reward centre releases dopamine, it also sends a message to the brain’s stress centre. In this area of the brain, dopamine triggers the release of stress hormones.
Maximum Willpower: How to Master the New Science of Self-Control
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