The Molecule of More

THE MOLECULE OF MORE

of all possible worlds, and that makes the future more attractive. On the
other hand, the present is real. It’s concrete. It’s experienced, not imag-
ined, and  that  requires a  different set  of brain chemicals—the H&Ns, the
here-and-now neurotransmitters. Dopamine makes us want things with
a  passion, but  it’s  the  H&Ns that  allow us  to  appreciate them: the  flavors,
colors, textures, and  aromas of a  five-course meal, or  the  emotions we
experience when we spend time with people we love.

WANTING VERSUS LIKING

The transition from excitement to enjoyment can be challenging.
Think of buyer’s remorse, the sense of regret that occurs after making
a big purchase. Traditionally it has been attributed to the fear of hav-
ing made the wrong choice, guilt over extravagance, or a suspicion of
having been too  influenced by  the  seller. In  fact,  it’s  an  example of the 
desire circuit breaking its promise. It told you that if you bought that
expensive car you’d be overcome with joy, and your life would never be
the same. Except, once you became its owner, those feelings were nei-
ther as intense nor as long lasting as you had hoped. The desire circuit
often breaks its promises—which is bound to happen, because it plays
no role in generating feelings of satisfaction. It is in no position to make
dreams come true. The desire circuit is, so to speak, just a salesman.
As we anticipate a desired purchase, our future-oriented dopamine
system is activated and creates excitement. Once possession is achieved,
the desired object moves from the look up extrapersonal space to the
look down peripersonal space; from the future, distant realm of dopa-
mine, and into the consummatory, near-body realm of H&N. Buyer’s
remorse is the failure of the H&N experience to compensate for the
loss of dopaminergic arousal. If we made a wise purchase, it’s possible
that  strong H&N gratification will  make up  for  the  loss  of the  dopamine 
thrill. Alternatively, another way to avoid buyer’s remorse is to purchase
something that triggers more dopaminergic expectation, for example,
a tool, like a new computer that will boost productivity, or a new jacket
that will make you look amazing the next time you go out.