"So there are different parts of the brain responsible for liking and wanting. So wanting is unbelievably robust in the brain. In other words, the neural connections are very robust, and wanting is what drives most addictive behavior. It's when you really want something, like you want a cigarette, you want alcohol, a drug, whatever it is, that's your poison. And actually, screens for some people as well. The liking part. When you say to people, what does it mean to be addicted to something? A lot of people say it's, 'You really like it so much that you just keep going back to it.'

It's actually not about liking. What actually happens is that, in the beginning, liking and wanting go together. So let's pick something like a cigarette. If you start smoking in the beginning, you like the experience of smoking, and you also really want the nicotine. You want the cigarette. They go hand in hand, but eventually what happens is the liking is much more fragile, and it decays. And what's left is the wanting. And often in the absence of liking, it's kind of like a bad relationship. Like if you're in a bad romantic relationship, it starts out being about wanting and liking, but then the liking goes away, and you just kind of want to be with a person, even though you know it's undermining your welfare. That's effectively addiction. The real skill today is figuring out how to create space between you and your tech devices."

Adam Alter is a Professor of Marketing at NYU’s Stern School of Business and the Robert Stansky Teaching Excellence Faculty Fellow. Adam is the New York Times bestselling author of Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked, and Drunk Tank Pink, which investigates how hidden forces in the world around us shape our thoughts, feelings, and behaviors. He has written for the New York Times, New Yorker, The Atlantic, Washington Post, and a host of TV, radio, and publications. His next book Anatomy of a Breakthrough will be published in 2023.

https://adamalterauthor.com
www.penguin.co.uk/books/431386/irresistible-by-adam-alter/9781784701659
www.simonandschuster.com/books/Anatomy-of-a-Breakthrough/Adam-Alter/9781982182960
www.stern.nyu.edu/faculty/bio/adam-alter

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