"Information nuggets may be as uniquely potent for humans as a Froot Loop to a rat"

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Seeking: How the brain hard-wires us to love Google, Twitter, and texting. And why that's loopy.jpgdangerous.
By Emily Yoffe

"Seeking. You can't stop doing it. Sometimes it feels as if the basic drives for food, sex, and sleep have been overridden by a new need for endless nuggets of electronic information. We are so insatiably curious that we gather data even if it gets us in trouble..

So addicts become obsessively driven to seek the reward, even as the reward itself becomes progressively less rewarding once obtained. "The dopamine system does not have satiety built into it," Berridge explains. "And under certain conditions it can lead us to irrational wants, excessive wants we'd be better off without." So we find ourselves letting one Google search lead to another, while often feeling the information is not vital and knowing we should stop. "As long as you sit there, the consumption renews the appetite," he explains.

Actually all our electronic communication devices--e-mail, Facebook feeds, texts, Twitter--are feeding the same drive as our searches. Since we're restless, easily bored creatures, our gadgets give us in abundance qualities the seeking/wanting system finds particularly exciting."

This make so much sense....describes my husband (and his love of his iphone) to a tee. Does this describe you?

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