Hooked - Chapter 4 - Variable Reward
Variable Reward The nucleus accumbens is considered as the neural interface between motivation and action, playing a key role on feeding, sexual, reward, stress-related, drug self-administration behaviors, etc. Nucleus accumbens not activating when the reward (in this case a monetary payout) was received, but rather in anticipation of it. The study revealed that what draws us to act is not the sensation we receive from the reward itself, but the need to alleviate the craving for that reward. Habits are brain's ability to quickly retrieve the appropriate behavioral response to a routine or process we have already learned. However - when something breaks the cause-and-effect pattern we've come to expect, when we encounter something outside the norm, we suddenly become aware of it again. Novelty sparks our interest, makes us pay attention, and we seem to love it. Remember And Share Section (Summary of Points) * Variable reward is the 3rd phase of the Hooked Model and there are 3...
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