“Giving in to craving doesn’t necessarily lead to pleasure because wanting is different from liking. Dopamine makes promises that it is in no position to keep. “If you buy these shoes, your life will change,” says the desire circuit, and it just might happen, but not because dopamine made you feel it.”

“Giving in to craving doesn’t necessarily lead to pleasure because wanting is different from liking. Dopamine makes promises that it is in no position to keep. “If you buy these shoes, your life will change,” says the desire circuit, and it just might happen, but not because dopamine made you feel it.”

— Daniel Z. Lieberman