Within this region, something called the “nucleus accumbens” lights up when people just anticipate winning money. When this region is activated, people have a tendency to take more risks. So all a casino has to do is get you to anticipate winning—even if you never actually experience it. This might explain why casinos ply gamblers with minirewards like cheap food, free drinks, bonus points, and surprise gifts. Anticipating those rewards can activate the nucleus accumbens, which in turn can lead to more risk taking.
