Word: brainful
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...strong, even once we've reached the point of substantial creature comfort. In her book Cheap: The High Cost of Discount Culture, writer Ellen Ruppel Shell devotes the better part of two chapters to how inexpensive goods mess with our minds. She describes one experiment in which researchers used brain scans to show that the joy of a discounted item comes before it's bought; by the time a person is at home with his new thing, the luster is gone. On Black Friday, I watched shoppers on TV proudly state how much they were saving on this and that...
...found that gene therapy had restored partial vision to five children and seven adults with a congenital eye disease that causes blindness. And a paper published earlier this month in Science reported the successful treatment of two children with ALD, or adrenoleukodystrophy - a neurological disorder that leads to progressive brain damage and death in two to five years...
That knowledge also helps the brain figure out how much pleasure it can expect from future experiences and, therefore, influences virtually any decision you make about what you might like or not like: whether you should buy the red shirt or black one, whether you'll enjoy watching Top Chef over Mad Men, whether you should leave your job or whether you should move in with your boyfriend...
...years trying to understand the morality (or amorality) of seeking pleasure. Most of philosophy begins with the question of what defines the (or a) good life. But what if the answer to what makes us happy comes down to how much of a particular chemical is circulating in our brain at any particular moment...
...neurotransmitter dopamine isn't quite that powerful, but evidence has been mounting for the past 40 years that its activity is key to helping the brain recognize experiences that cause pleasure. The more dopamine a certain event (having sex or eating ice cream, say) triggers, the more strongly that event gets hard-wired in the brain, and the more intensely your brain drives you to revisit it. (See the best inventions...