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Books > Science & Mathematics > Biology, life sciences > Life sciences: general issues > Neurosciences
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The Pleasure Center - Trust Your Animal Instincts (Hardcover)
Loot Price: R963
Discovery Miles 9 630
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The Pleasure Center - Trust Your Animal Instincts (Hardcover)
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Many people believe that pleasure and desire are obstacles to
reasonable and intelligent behavior. In The Pleasure Center, Morten
Kringelbach reveals that what we desire, what pleases us--in fact,
our most base, animalistic tendencies--are actually very important
sources of information. They motivate us for a good reason. And
understanding that reason, taking that reason into account, and
harnessing and directing that reason, can make us much more
rational and effective people. In exploring the many facets of
pleasure, desire and emotion, Kringelbach takes us through the
whole spectrum of human experience, such as how emotion fuels our
interest in things, allowing us to pay attention and learn. He
investigates the reward systems of the brain and sheds light on
some of the most interesting new discoveries about pleasure and
desire. Kringelbach concludes that if we understand and accept how
pleasure and desire arise in the complex interaction between the
brain's activity and our own experiences, we can discover what
helps us enjoy life, enabling us to make better decisions and,
ultimately, lead happier lives.
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