"Explores how industry has manipulated our most deep-seated
survival instincts."-David Perlmutter, MD, Author, #1 New York
Times bestseller, Grain Brain and Brain Maker The New York
Times-bestselling author of Fat Chance reveals the corporate scheme
to sell pleasure, driving the international epidemic of addiction,
depression, and chronic disease. While researching the toxic and
addictive properties of sugar for his New York Times bestseller Fat
Chance, Robert Lustig made an alarming discovery-our pursuit of
happiness is being subverted by a culture of addiction and
depression from which we may never recover. Dopamine is the
"reward" neurotransmitter that tells our brains we want more; yet
every substance or behavior that releases dopamine in the extreme
leads to addiction. Serotonin is the "contentment" neurotransmitter
that tells our brains we don't need any more; yet its deficiency
leads to depression. Ideally, both are in optimal supply. Yet
dopamine evolved to overwhelm serotonin-because our ancestors were
more likely to survive if they were constantly motivated-with the
result that constant desire can chemically destroy our ability to
feel happiness, while sending us down the slippery slope to
addiction. In the last forty years, government legislation and
subsidies have promoted ever-available temptation (sugar, drugs,
social media, porn) combined with constant stress (work, home,
money, Internet), with the end result of an unprecedented epidemic
of addiction, anxiety, depression, and chronic disease. And with
the advent of neuromarketing, corporate America has successfully
imprisoned us in an endless loop of desire and consumption from
which there is no obvious escape. With his customary wit and
incisiveness, Lustig not only reveals the science that drives these
states of mind, he points his finger directly at the corporations
that helped create this mess, and the government actors who
facilitated it, and he offers solutions we can all use in the
pursuit of happiness, even in the face of overwhelming opposition.
Always fearless and provocative, Lustig marshals a call to action,
with seminal implications for our health, our well-being, and our
culture.
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