Why are bad habits so hard to break? What if the bumper sticker “Just Say No!” actually works against us? If willpower were the answer to breaking bad habits then we decisions wouldn’t have drug addiction or obesity. There’s something going on in our brains where we literally lose the ability for self-control, but all hope isn’t lost.
Nora Volkow, head of the National Institute on Drug Abuse calls the phrase “Just Say No!” “magical thinking.”
It appears that dopamine is one of the main chemicals regulating the pleasure center of the brain. At the most basic level, it regulates motivation—it sends signals to receptors in the brain saying, “This feels good!”
Whether you’re a heroin addict and you see an association to heroin, you’re a caffeine addict and you see a cup of coffee, you’re a phone addict and you see another person pick up their phone, or you’re hungry and you see some good-looking food, your brain rushes with dopamine and that is now caught on brain-scanning machines.
The fascinating thing is that Volkow has found that the images alone affect the rise of dopamine in our brains. So if we pass a…