An extensive review and analysis of motivation studies found that the prospect of a reward excites the pleasure center even more than the attainment of the reward itself. Taking a kid to Disneyland because she won the science fair is one thing, but telling her ahead of time, “If you enter the fair and win it, I’ll take you to Disneyland,” is another. It’s that anticipation factor that drives the addictive behavior and suppresses the altruism center.
Sway - Ori Brafman, Rom Brafman
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