surge of dopamine in anticipation of the reward. It runs to the bar and starts pressing. But if the first few presses yield no reward, that does not dampen the rat’s enthusiasm. Rather, as the rat continues to press, dopamine levels will go up in anticipation of the reward, which must be coming at any moment! When the reward finally comes, it feels great, but the heightened levels of dopamine make the rat continue to press, in anticipation of the next reward, which will come . . . after some unknown number of presses, so just keep pressing! There is no off-ramp in an app with a bottomless
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