Complete Story
04/04/2024
Your Brain Craves Discovery for the Dopamine Rush
Research shows how you can replace that sensation more productively
A friend hates keeping his books. (He hates filing corporate taxes even more, but that's another story.) Over the past three years, he's adopted and abandoned five different small-business accounting packages--not because the software didn't work, but because he kept finding newer, shinier, more robust tools that he felt sure would solve all his problems.
Except they didn't. Accounting is still accounting, and he's still him. But that's also because he--and we--are made that way.
A study published in Neuron found that dopaminergic novelty processing (a fancy way of saying your brain lights up when you encounter something new) makes a new product or service--or new diet, new workout plan, new longevity enhancement breakthrough, etc.-- hard to resist.
Please select this link to read the complete article from Inc.
