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Javon Behavioural Institute (JBI) on Motivation

Motivation and Seduction: “You don’t desire it enough”



We know that the human brain’s reward systems highly values experiences/behaviors that lead to pleasurable consequences. Our instinct is to move towards those behaviors that produce the greatest reward and withhold from acts resulting in punishment or no reinforcement (extinction).


Every single one of the behavior patterns you currently have in your behavioral repertoire (both the positive and negative behaviors) is associated with higher dopamine levels (pleasurable consequences: Reinforcement).


Scientists can now measure with great precision the exact moment that a desire/need occurs by measuring dopamine levels in the brain. The higher the spike of dopamine, the greater the desire/need. The greater the desire for something, the more likely it is that behavior will follow.