Neurons for Peace

The Keffiyeh War

O adaptare punk a povestii lui Don Quijote by Pappa TARAHUMARA

Gustavo Ramos

Cica in urma unor cercetari se pare ca s-a gasit explicatia fiziologica a dorintei de a cumpara lucruri. Yeah, say that to a girl, pfiu.

They discovered that when subjects were first exposed to the item, a part of the brain called the nucleus accumbens (NAcc) was turned on. The NAcc is a crucial part of our dopamine reward pathway – it’s typically associated with things like sex, drugs and rock ‘n’ roll – and the intensity of its activation was a reflection of desire for the item. If the person already owned the complete Harry Potter collection, then the NAcc didn’t get too excited about the prospect of buying another copy. However, if he’d been craving a George Foreman grill, then the NAcc flooded the brain with dopamine whenever that item appeared.

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