Word: reward
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...short amounts, just as élite athletes rest between workouts. Schandel treats herself to Pilates classes. Buchinsky runs half-marathons. And Cady-Fernandes even splurges on real vacations--she's headed to Costa Rica with her husband and two teenagers this summer. After all, success may be its own reward, but it sure sweetens the deal if you can take a few moments to savor it as well...
...press their leaders to act on it. Al Gore and company deserve credit for putting forth a 7-point pledge for concertgoers that includes a demand that countries join an international treaty mandating a 90% cut in greenhouse gas emissions by 2050. That will only happen if voters reward politicians who fight to cut carbon gas emissions, and punish those who don't. "It's not what we do today that matters," says Live Earth Tokyo's Nakajima. "It's what we all do tomorrow, and all the next days after. That's how we'll know how successful Live...
...play a role in how people become addicted as well. Studies have shown, for instance, that women may be more vulnerable to cravings for nicotine during the latter part of the menstrual cycle, when the egg emerges from the follicle and the hormones progesterone and estrogen are released. "The reward systems of the brain have different sensitivities at different points in the cycle," notes Volkow. "There is way greater craving during the later phase...
...research on cognitive enhancers, or compounds that may amplify connections in the prefrontal cortex to speed up the natural reversal. Such enhancement would give the higher regions of the brain a fighting chance against the amygdala, a more basal region that plays a role in priming the dopamine-reward system when certain cues suggest imminent pleasure--anything from the sight of white powder that looks like cocaine to spending time with friends you used to drink with. It's that conditioned reflex--identical to the one that caused Ivan Pavlov's famed dog to salivate at the ringing...
...clink of glasses and bottles, seeing others imbibe and smelling the aroma of wine or beer. The researchers at McLean have invented a machine that wafts such odors directly into the nostrils of a subject undergoing an fMRI scan in order to see how the brain reacts. The reward circuitry in the brain of a newly recovering alcoholic should light up like a Christmas tree when stimulated by one of these alluring smells...