0320.Reading notes《The Willpower

Chaptrer 5  下

● BECOME A DOPAMINE DETECTIVE   做一个 多巴胺侦探

● UNDER THE MICROSCOPE: WHO’S MANIPULATING YOUR DOPAMINE NEURONS?深入剖析： 谁在掌控你的多巴胺神经元？

● PUTTING DOPAMINE TO WORK  让多巴胺发挥作用

● WILLPOWER EXPERIMENT: DOPAMINIZE YOUR “I WILL” POWER CHALLENGE   为了你的“我愿意”挑战分泌多巴胺

● THE DARK SIDE OF DOPAMINE  多巴胺的阴暗面

● UNDER THE MICROSCOPE: THE STRESS OF DESIRE 深入剖析：欲望的压力

● A SHOPPER FEELS THE ANXIETY, BUT KEEPS THE PROMISE  购物者感到焦虑，但是仍然遵守承诺

● WE MISTAKE THE PROMISE OF REWARD FOR HAPPINESS   我们误把奖励的承诺当幸福了

● WILLPOWER EXPERIMENT: TEST THE PROMISE OF REWARD  意志力实验：测试奖励的承诺

● THE IMPORTANCE OF DESIRE   欲望的重要性

►► words and phrases

(1)  hunt for  搜寻，寻找

近义词：search for,hunt up

原句：  Once I introduce these neuromarketing and sales tricks to my students, it ignites a hunt for evidence. 我把神经营销学和销售技巧告诉学生以后，他们马上开始寻找证据。

仿句：I try to hunt for her in a crowded street.

(2) ensnare  vt. 诱捕；诱入陷阱；进入罗网

同义词：trap，vt.诱捕；诱入陷阱；进入罗网

仿句：  You were ensnared  in free marketing，thus buying things you don't need。

(3) resist  [rɪ'zɪst]

vi. 抵抗，抗拒；忍耐

vt. 抵抗；忍耐，忍住

n. [助剂] 抗蚀剂；防染剂

cannot resist (doing) sth

it is hard/difficult/impossible to resist sth

resist the temptation/urge to do sth

resist doing sth

原句：Knowing that cues have been carefully chosen to tempt you can help you see them for what they are and resist them. 当你知道这些暗示都是经过精心设计专门诱惑你的时候，你就能够看清它们到底是什么，也就能成功抵御他们了。

仿句：ladies  can never resist  buying new clothes.

(4) unpredictable

adj. 不可预知的；不定的；出乎意料的

n. 不可预言的事

原文：This highlights（使突出） the power of an unpredictable reward.

          难以预料的奖励究竟有多强大的力量。

仿句：There are often unpredictable weather in this city.

（5）anticipate [æn'tisipeit]

vt. 预期，期望；先于…行动，占先，抢先；提前使用

[ 过去式 anticipated  过去分词 anticipated  现在分词 anticipating

仿句：Most recently，we anticipate reading  this book every day.

►►Sentence

♬ （1）

Once you start looking, it’s impossible not to see the many traps that have been laid to ensnare you, your dopamine neurons, and your money.

当你开始关注的时候，你就会发现有多少陷阱在等着诱惑你，你的多巴胺神经元和你的钱。

Although we live in a world engineered to make us want, we can—just by paying attention—start to see through some of it. Knowing what's going on won't eliminate all your wants, but it will give you at least a fighting chance to exercise your “I won't” power.

尽管我们生活的世界总让我们充满欲望，但我们只要用心观察就能看透一些东西。知道这些道理后并不能完全消除你的欲望，但它至少让你有了一次抗争的机会，去锻炼自己“我不要”的力量。

（启发：试着去关注市场、关注营销、关注自我的每一次消费心理，慢慢大脑就会拥有常识，常识累积成智慧，当你能够解释自己行为背后的深层动机后，冲动就会少去。）

♬ （2）

We want to feel our desires, and-for better or worse-we delight in a world that puts them on constant display for us to dream about.It's difficult to imagine a world where our dopamine neurons aren't being constantly courted.

我们想感觉到自己的欲望，而且在这样一个让我们不断做白日梦的世界里感到快乐。很难想象一个让多巴胺停止分泌的世界会是什么样的。

If there's something you’ve been putting off because it’s so unpleasant, can you motivate yourself by linking it to something that gets your dopamine neurons firing?

如果你有什么事情让你很不愉快，所以你总是拖延着不去完成，你能不能把它和能让你的多巴胺燃烧的事情联系在一起，从而激励自己去做呢？

(启发：用好多巴胺系统给我们带来正向的动力吧，但是前提是，先去了解它，在日常生中观察它！）

♬ （3）

f we pause and notice what’s really going on in our brains and bodies when we re in that state of wanting, we will find that the promise of reward can be as stressful as it is delightful.Desire doesn't always make us feel good—sometimes it makes us feel downright rotten.

如果我们能够停下来观察一下，自己在有所渴望的时候，大脑和身体中究竟发生了什么事情，我们就会发现，奖励的承诺带给我们的压力和快乐几乎不分上下。渴望并不总是让我们感觉良好，有时候它会让我们感觉自己堕落了。

To motivate you to seek the object of your craving, the reward system actually has two weapons: a carrot and a stick.When your reward center releases dopamine, it also sends a message to the brain's stress center. In this area of the brain, dopamine triggers the release of stress hormones. The result: You feel anxious as you anticipate your object of desire. 

为了促使你去追寻目标，奖励系统有两大武器：胡萝卜和大棒。当你的奖励系统释放多巴胺的时候，它同样也向大脑的压力区域发出了信号。在大脑的这个区域里，多巴胺刺激了压力荷尔蒙的释放。结果是，当你期待目标是，你也感到了焦虑。

（启发：在企业管理中，胡萝卜和大棒是经常被提及到。现在从科学的角度再次看到这两个名词，才觉得恍然大悟...在追求目标的同时做好压力的管理非常重要，适当的压力很必要，但是压力过大带来的焦虑已经成了这个时代的通病。最好订切合实际的目标，这样焦虑也就不会破坏我们的大脑。）

♬ （4）

Desire is neither good nor bad—what matters is where we let it point us, and whether we have the wisdom to know when to follow.

欲望没有绝对的好坏之分，重要的是欲望将我们引到哪个方向？以及我们是否足够明智，知道什么时候该听从欲望的声音。

（启发：欲望也好，渴望也罢，一定程度上很重要，如果人生没有任何渴望和向往，没有任何美好的期待，那每一天都是黯然失色，毫无动力的。所以，如何和我们的欲望相伴相生，同步成长，这也是一门学问。多多提升自己，扩展大脑蓝图吧！）

►►Summary

There are two sides to everything. Dopamine stimulates us to pursue goals while also putting pressure on us,  we might as well put it to good use.Try to become a dopamine detective and learn to observe our daily behavior.It makes us feel motivated  by these observations. We'll be free when we  make sense of some shopping mysteries.

Sometimes, we have to believe in Science！