Ian Pitchford

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As soon as the symbol appeared, the brain’s dopamine-releasing reward centre lit up, and the participants pressed the button to get their reward. When the participants actually won money, however, this area of the brain quieted down. The joy of winning was registered in different areas of the brain. Knutson had proved that dopamine is for action, not happiness.
Maximum Willpower: How to Master the New Science of Self-Control
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