reinforcement, those dopamine pathways
begin to light up at the mere suggestion of the
food, like when you’re driving past that
bakery, see someone else eating a similar-
looking cookie, or watch a commercial for
cookies on television. This preemptive
dopamine response (and the memory of the
reward you’ll experience when you indulge)
makes it all but impossible to resist the urge
to satisfy that craving. Your want has turned
into a need.
The kicker?
You don’t even have to be hungry—
because it’s not about satisfying your hunger.
It’s about satisfying the craving.
After just a few trips to the bakery, your
memory circuits tell your reward circuits that
the cookie will bring you joy. Dopamine
promises satisfaction, if you only give in to
your urge. You can’t resist, so you eat the
cookie(s) and your endorphins help you feel