fMRI or Functional Magnetic Resonance Imaging reveals activation of Nucleus Accumbens and the flow of the “Addictive” chemical named “Dopamine” when extrinsic rewards are provided.

The results are similar to addictive behavior produced as a result of consuming cocaine , alcohol or gambling.

The downside of “rewards” due to addiction reveals an alarming truth that rewards can lead to both “risky choice” and “risk seeking mistakes”.

The addictive feeling due to dopamine delights then dissipates and then demands another dose.This is never a long lasting feeling of fulfillment.

Adopted from Daniel Pink’s book Drive

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