The powerful and mysterious brain circuitry that makes us love Google, Twitter, and texting
Seeking
How the brain hard-wires us to love Google, Twitter, and texting. And why that's dangerous.
But to Washington State University neuroscientist Jaak Panksepp, this supposed pleasure center didn't look very much like it was producing pleasure. Those self-stimulating rats, and later those humans, did not exhibit the euphoric satisfaction of creatures eating Double Stuf Oreos or repeatedly having orgasms. The animals, he writes in Affective Neuroscience: The Foundations of Human and Animal Emotions, were "excessively excited, even crazed." The rats were in a constant state of sniffing and foraging. Some of the human subjects described feeling sexually aroused but didn't experience climax. Mammals stimulating the lateral hypothalamus seem to be caught in a loop, Panksepp writes, "where each stimulation evoked a reinvigorated search strategy" (and Panksepp wasn't referring to Bing).
It is an emotional state Panksepp tried many names for: curiosity, interest, foraging, anticipation, craving, expectancy. He finally settled on seeking. Panksepp has spent decades mapping the emotional systems of the brain he believes are shared by all mammals, and he says, "Seeking is the granddaddy of the systems." It is the mammalian motivational engine that each day gets us out of the bed, or den, or hole to venture forth into the world. It's why, as animal scientist Temple Grandin writes in Animals Make Us Human, experiments show that animals in captivity would prefer to have to search for their food than to have it delivered to them.
For humans, this desire to search is not just about fulfilling our physical needs. Panksepp says that humans can get just as excited about abstract rewards as tangible ones. He says that when we get thrilled about the world of ideas, about making intellectual connections, about divining meaning, it is the seeking circuits that are firing.
The juice that fuels the seeking system is the neurotransmitter dopamine. The dopamine circuits "promote states of eagerness and directed purpose," Panksepp writes. It's a state humans love to be in. So good does it feel that we seek out activities, or substances, that keep this system aroused—cocaine and amphetamines, drugs of stimulation, are particularly effective at stirring it.
