# The Book in a Nutshell In _Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked_, Adam Alter argues that modern technology, such as smartphones and video games, is designed to be addictive, exploiting our psychological vulnerabilities through behavioral psychology techniques and persuasive design to keep us engaged, often to the detriment of our well-being. He explores how these behaviors fit into the broader idea of ​​[[Vício]], understanding the [[Driver for Human Behavior]] and distinguishing between [[Vícios em substâncias e comportamentos]]. The book identifies [[6 Ingredientes para um Vício Comportamental]], which are: 1. **Enticing goals that are just beyond reach:** Unattainable goals that keep us in constant pursuit of variable rewards, such as notifications and likes. 2. **Irresistible and unpredictable positive feedback:** Constant reinforcement, even in the event of “losses disguised as victories,” that encourages us to continue using technology. 2. **Feeling of Infinite Progress:** The illusion that we are always close to the next level or reward, as in games and social networks. 3. **Tasks that Gradually Become More Difficult:** Increasing difficulty that maintains the challenge and engagement, trapping us in the vicious cycle. 4. **Unresolved tensions that require resolution:** Cliffhangers and feedback loops that leave us wanting more and more, feeding the addiction. 5. **Strong Social Ties:** Social pressure and online interaction that connect us to the platforms, making it difficult to disconnect. # How This Book Changed Me This book is another one about the effects of technology on our lives. It is important to highlight that the author does not condemn technology, but warns about the need to raise awareness about its addictive design and the importance of controlling its use. He highlights that [[Gastamos muito tempo com a tecnologia]] and that [[Everything is happening too fast]], which means that our interpretation of reality is being undermined. The author mainly highlights [[Obsessão, compulsão e vícios]] and its relationship with [[Paixão]]. In addition, there is a relationship between [[Vício e dopamina]] that cannot be overlooked despite not being easy to understand. The main point of the book is to address [[6 Ingredientes para um Vício Comportamental]], highlighting that [[Product designs are getting better and better]] in using these ingredients to make products and services increasingly attractive and addictive. Finally, the author proposes practical strategies for individuals and families, as well as suggestions for systemic changes that promote a healthier relationship with technology. The goal is to regain control of our time and attention, discussing [[O poder dos objetivos]] and how [[Interrupções afetam a sua produtividade]], warning about [[Beware of over-monitoring]] and how, sometimes, [[Defeats sometimes seem like victories]], as in the case of [[Sorte de principiante e o vício]]. Alter reinforces that [[Vício em comportamento pode ser mais problemático do que em substâncias]], so it is necessary to regain control over our actions so that they are aligned with what we want for our lives. # Notes - [[Vício]] - [[Impulsionadores do comportamento humano]] - [[Vícios em substâncias e comportamentos]] - [[6 Ingredientes para um Vício Comportamental]] - [[Gastamos muito tempo com a tecnologia]] - [[Nomofobia]] - [[Difference between an addictive behavior and a normal one]] - [[Obsessão, compulsão e vícios]] - [[Paixão]] - [[Duas maneiras de fazer descobertas]] - [[Product designs are getting better and better]] - [[Vício e dopamina]] - [[Manual diagnóstico e estatístico de transtornos mentais]] - [[Diferença entre gostar e querer algo]] - [[O poder dos objetivos]] - [[Interrupções afetam a sua produtividade]] - [[Beware of over-monitoring]] - [[Defeats sometimes seem like victories]] - [[Sorte de principiante e o vício]] - [[Vício em comportamento pode ser mais problemático do que em substâncias]] # My 3 Favorite Highlights - We’re now so focused on getting more done in less time that we’ve forgotten to introduce an emergency brake. - Kids aren’t born craving tech, but they come to see it as indispensable. By the time they enter middle school, their social lives migrate from the real world to the digital world. - From a young age, humans are driven to learn, and learning involves getting as much feedback as possible from the immediate environment. # Hihglights It seemed as if the people producing tech products were following the cardinal rule of drug dealing: never get high on your own supply. — Página: [134](kindle://book?action=open&asin=B01HNJIK70&location=134) ^ref-35544 --- First, that our understanding of addiction is too narrow. We tend to think of addiction as something inherent in certain people—those we label as addicts. — Página: [150](kindle://book?action=open&asin=B01HNJIK70&location=150) ^ref-17316 --- In truth, addiction is produced largely by environment and circumstance. — Página: [154](kindle://book?action=open&asin=B01HNJIK70&location=154) ^ref-47672 --- Human behavior is driven in part by a succession of reflexive cost-benefit calculations that determine whether an act will be performed once, twice, a hundred times, or not at all. — Página: [166](kindle://book?action=open&asin=B01HNJIK70&location=166) ^ref-15082 --- There isn’t a bright line between addicts and the rest of us. We’re all one product or experience away from developing our own addictions. — Página: [156](kindle://book?action=open&asin=B01HNJIK70&location=156) ^ref-36883 Nota: não somes especiais. todos estamos sujeitos e a esses problemas. --- Human behavior is driven in part by a succession of reflexive cost-benefit calculations that determine whether an act will be performed once, twice, a hundred times, or not at all. When the benefits overwhelm the costs, it’s hard not to perform the act over and over again, particularly when it strikes just the right neurological notes. — Página: [166](kindle://book?action=open&asin=B01HNJIK70&location=166) ^ref-41908 Nota: Quando as ações são simples, fica cada vez mais fácil de ser executado. Isso pode ser visto, por exemplo, em quem joga o jogo do tigrinho. --- Addictive behaviors have existed for a long time, but in recent decades they’ve become more common, harder to resist, and more mainstream. — Página: [173](kindle://book?action=open&asin=B01HNJIK70&location=173) ^ref-25412 --- We’re now so focused on getting more done in less time that we’ve forgotten to introduce an emergency brake. — Página: [180](kindle://book?action=open&asin=B01HNJIK70&location=180) ^ref-46665 --- “It’s very easy to hide behavioral addictions—much more so than for substance abuse. This makes them dangerous, because they go unnoticed for years.” — Página: [186](kindle://book?action=open&asin=B01HNJIK70&location=186) ^ref-34014 Nota: Os nossos vícios comportamentais são fáceis de serem escondidos. --- Irresistible traces the rise of addictive behaviors, examining where they begin, who designs them, the psychological tricks that make them so compelling, and how to minimize dangerous behavioral addiction as well as harnessing the same science for beneficial ends. If app designers can coax people to spend more time and money on a smartphone game, perhaps policy experts can also encourage people to save more for retirement or donate to more charities. — Página: [197](kindle://book?action=open&asin=B01HNJIK70&location=197) ^ref-5925 Nota: Essa é a proposta principal do livro: Identificar outros comportamentos que são viciantes. especialmente aqueles relacionados ao uso da tecnologia. --- Tech isn’t morally good or bad until it’s wielded by the corporations that fashion it for mass consumption. — Página: [211](kindle://book?action=open&asin=B01HNJIK70&location=211) ^ref-62539 --- In many respects, substance addictions and behavioral addictions are very similar. They activate the same brain regions, and they’re fueled by some of the same basic human needs: social engagement and social support, mental stimulation, and a sense of effectiveness. — Página: [215](kindle://book?action=open&asin=B01HNJIK70&location=215) ^ref-55283 Nota: substância ou comportamentos são bem semelhantes. --- Behavioral addiction consists of six ingredients: compelling goals that are just beyond reach; irresistible and unpredictable positive feedback; a sense of incremental progress and improvement; tasks that become slowly more difficult over time; unresolved tensions that demand resolution; and strong social connections. Despite their diversity, today’s behavioral addictions embody at least one of those six ingredients. — Página: [218](kindle://book?action=open&asin=B01HNJIK70&location=218) ^ref-45202 --- The same principles that drive children to play games might drive them to learn at school, and the goals that drive people to exercise addictively might also drive them to save money for retirement. — Página: [229](kindle://book?action=open&asin=B01HNJIK70&location=229) ^ref-4679 --- There’s much we can do to restore the balance that existed before the age of smartphones, emails, wearable tech, social networking, and on-demand viewing. The key is to understand why behavioral addictions are so rampant, how they capitalize on human psychology, and how to defeat the addictions that hurt us, and harness the ones that help us. — Página: [234](kindle://book?action=open&asin=B01HNJIK70&location=234) ^ref-56683 Nota: entender o que gera a nossa adição é fundamental l. --- If, as guidelines suggest, we should spend less than an hour on our phones each day, 88 percent of Holesh’s users were overusing. — Página: [262](kindle://book?action=open&asin=B01HNJIK70&location=262) ^ref-63329 Nota: who has this recommendation? --- Each month almost one hundred hours was lost to checking email, texting, playing games, surfing the web, reading articles, checking bank balances, and so on. — Página: [264](kindle://book?action=open&asin=B01HNJIK70&location=264) ^ref-49915 Nota: Não percebemos quanto tempo perdemos com coisas banais --- “nomophobia” to describe the fear of being without mobile phone contact (an abbreviation of “no-mobile-phobia”). — Página: [266](kindle://book?action=open&asin=B01HNJIK70&location=266) ^ref-63167 --- Exercise addiction has become a psychiatric specialty because athletes are constantly reminded of their activity and, even more so, their inactivity. — Página: [300](kindle://book?action=open&asin=B01HNJIK70&location=300) ^ref-23026 Nota: Contar tudo pode ser um problema --- Life is more convenient than ever, but convenience has also weaponized temptation. So how did we get here? — Página: [307](kindle://book?action=open&asin=B01HNJIK70&location=307) ^ref-15620 --- but the way we think of behavioral addiction today is quite different. It’s more than an instinct that we can’t override, because that would include blinking and breathing. — Página: [321](kindle://book?action=open&asin=B01HNJIK70&location=321) ^ref-10685 --- Modern definitions recognize that addiction is ultimately a bad thing. A behavior is addictive only if the rewards it brings now are eventually outweighed by damaging consequences. — Página: [323](kindle://book?action=open&asin=B01HNJIK70&location=323) ^ref-42877 --- Addiction is a deep attachment to an experience that is harmful and difficult to do without. — Página: [325](kindle://book?action=open&asin=B01HNJIK70&location=325) ^ref-64495 --- Obsession and compulsion are close relatives of behavioral addiction. — Página: [328](kindle://book?action=open&asin=B01HNJIK70&location=328) ^ref-2903 --- Obsessions are thoughts that a person can’t stop having, and compulsions are behaviors a person can’t stop enacting. — Página: [328](kindle://book?action=open&asin=B01HNJIK70&location=328) ^ref-33725 --- Addictions bring the promise of immediate reward, or positive reinforcement. — Página: [330](kindle://book?action=open&asin=B01HNJIK70&location=330) ^ref-10712 --- In contrast, obsessions and compulsions are intensely unpleasant to not pursue. — Página: [330](kindle://book?action=open&asin=B01HNJIK70&location=330) ^ref-37978 --- “Passion,” they said, “is defined as a strong inclination toward an activity that people like, that they find important, and in which they invest time and energy.” — Página: [334](kindle://book?action=open&asin=B01HNJIK70&location=334) ^ref-60469 --- Harmonious passions “make life worth living,” but an obsessive passion plagues the mind. — Página: [346](kindle://book?action=open&asin=B01HNJIK70&location=346) ^ref-22383 --- If they come to fulfill a deep need, you can’t do without them, and you begin to pursue them while neglecting other aspects of your life, then you’ve developed a behavioral addiction to smelling flowers or walking backward. — Página: [350](kindle://book?action=open&asin=B01HNJIK70&location=350) ^ref-23875 --- Smartphones and email are hard to resist—because they’re both part of the fabric of society and promote psychologically compelling experiences—and there will be other addictive experiences in the coming decades. — Página: [357](kindle://book?action=open&asin=B01HNJIK70&location=357) ^ref-849 --- There they see behavioral addiction as a social issue rather than a medical issue.” — Página: [365](kindle://book?action=open&asin=B01HNJIK70&location=365) ^ref-36395 Nota: Algumas mudanças não são necessariamente médicas mas sim sociais. Alguns problemas devem ser feitas alterando-se o tecido social. --- The bottom line: a staggering 41 percent of the population has suffered from at least one behavioral addiction over the past twelve months. — Página: [388](kindle://book?action=open&asin=B01HNJIK70&location=388) ^ref-24385 --- One recent study suggested that up to 40 percent of the population suffers from some form of Internet-based addiction, whether to email, gaming, or porn. — Página: [398](kindle://book?action=open&asin=B01HNJIK70&location=398) ^ref-1800 --- In 2008, adults spent an average of eighteen minutes on their phones per day; in 2015, they were spending two hours and forty-eight minutes per day. — Página: [412](kindle://book?action=open&asin=B01HNJIK70&location=412) ^ref-12131 --- Seventy-seven percent of eighteen- to twenty-four-year-olds claimed that they reached for their phones before doing anything else when nothing is happening. — Página: [420](kindle://book?action=open&asin=B01HNJIK70&location=420) ^ref-13432 Nota: This is probably true for most cases. --- This was the first use of the word addiction, but it evolved to describe any bond that was difficult to break. — Página: [427](kindle://book?action=open&asin=B01HNJIK70&location=427) ^ref-14086 Nota: Essa é uma definição simples,mas efetiva. --- The word “addiction” has only implied substance abuse for two centuries, but hominids have been addicted to substances for thousands of years. — Página: [434](kindle://book?action=open&asin=B01HNJIK70&location=434) ^ref-52821 --- The betel nut is the ancient, unrefined cousin of the modern cigarette. Betel nuts contain an odorless oily liquid known as arecoline, which acts much like nicotine. When you chew a betel nut, your blood vessels dilate, you breathe more easily, your blood pumps faster, and your mood lightens. — Página: [444](kindle://book?action=open&asin=B01HNJIK70&location=444) ^ref-45452 --- But, in reality, meth addicts will buy anything they can find, so meth dealers cut the raw product with fillers that dilute its purity. Regardless of the emphasis on purity, the process of manufacturing the drug is intricate and technical. The same is true of many other drugs, which are chemically quite different from the raw plants that contain their primary ingredients. — Página: [462](kindle://book?action=open&asin=B01HNJIK70&location=462) ^ref-24889 --- One of those toxins was a small green leaf, which numbed Christison’s mouth, gave him a burst of long-lasting energy, and left him feeling decades younger than his eighty years. Christison was so invigorated that he decided to set out for a long walk. Nine hours and fifteen miles later he returned home and wrote that he was neither hungry nor thirsty. The next morning, he awoke feeling fit and ready to tackle the new day. Christison had been chewing on the coca leaf, the plant responsible for its famous stimulant cousin, cocaine. — Página: [469](kindle://book?action=open&asin=B01HNJIK70&location=469) ^ref-51196 --- Many psychologists have criticized Freud because his most famous theories are impossible to test (are men who dream of caves really preoccupied with the womb?), but he championed careful experimentation with cocaine. — Página: [491](kindle://book?action=open&asin=B01HNJIK70&location=491) ^ref-8877 --- How could Freud see cocaine’s upside but not its staggering downside? Early in his infatuation with the drug, he decided it was the answer to morphine addiction. — Página: [500](kindle://book?action=open&asin=B01HNJIK70&location=500) ^ref-30737 Nota: Even if this was not permant --- Freud was seduced by cocaine in part because he lived during a time when addiction was presumed to affect people who were weak of mind and body. — Página: [506](kindle://book?action=open&asin=B01HNJIK70&location=506) ^ref-342 Nota: Whitch is not true --- It’s easy to look back at how little Freud and Pemberton understood of cocaine with a sense of superiority. We teach our children that cocaine is dangerous, and it’s hard to believe that experts considered the drug a panacea only a century ago. But perhaps our sense of superiority is misplaced. Just as cocaine charmed Freud and Pemberton, today we’re enamored of technology. — Página: [543](kindle://book?action=open&asin=B01HNJIK70&location=543) ^ref-12380 Nota: They are not the same but the ideia is interesting. --- In 2013, a psychologist named Catherine Steiner-Adair explained that many American children first encounter the digital world when they notice that their parents are “missing in action.” — Página: [551](kindle://book?action=open&asin=B01HNJIK70&location=551) ^ref-56847 Nota: Remember to be present. --- Distracted parents cultivate distracted children, because parents who can’t focus teach their children the same attentional patterns. — Página: [558](kindle://book?action=open&asin=B01HNJIK70&location=558) ^ref-59452 Nota: Crianças copiam o comportamento de seus pais --- Kids aren’t born craving tech, but they come to see it as indispensable. By the time they enter middle school, their social lives migrate from the real world to the digital world. — Página: [563](kindle://book?action=open&asin=B01HNJIK70&location=563) ^ref-37848 --- Online interactions aren’t just different from real-world interactions; they’re measurably worse. Humans learn empathy and understanding by watching how their actions affect other people. — Página: [565](kindle://book?action=open&asin=B01HNJIK70&location=565) ^ref-42870 --- As Steiner-Adair said, “Texting is the worst possible training ground for anyone aspiring to a mature, loving, sensitive relationship.” Meanwhile, teens are locked into this medium. They either latch onto the online world, or they choose not to “spend time” with their friends. — Página: [575](kindle://book?action=open&asin=B01HNJIK70&location=575) ^ref-10519 Nota: Conversar pessoalmente é a melhor forma de aprender a se comunicar. --- As addictive contexts go, this was a perfect storm: almost every teenage girl was using one or more social media platforms, so they were forced to choose between social isolation and compulsive overuse. — Página: [581](kindle://book?action=open&asin=B01HNJIK70&location=581) ^ref-6168 --- Even if the reviews were exaggerated, the game seemed to be doing more harm than good. Hundreds of gamers made Nguyen sound like a drug dealer when they compared his product to meth and cocaine. — Página: [603](kindle://book?action=open&asin=B01HNJIK70&location=603) ^ref-2939 Nota: It seems to me that people do not understand work the internet works. --- Very little about our world today—from technology to transport to commerce—happens slowly, and so our brains respond more feverishly. — Página: [613](kindle://book?action=open&asin=B01HNJIK70&location=613) ^ref-19242 --- Chemists have concocted dangerously addictive substances, and the entrepreneurs who design experiences have concocted similarly addictive behaviors. — Página: [616](kindle://book?action=open&asin=B01HNJIK70&location=616) ^ref-32482 --- some of the strongest stuff on the planet. By the war’s end, 35 percent of the enlisted men said they had tried heroin, and 19 percent said they were addicted. The heroin was so pure that 54 percent of all users became addicted—many more than the 5–10 percent of amphetamine and barbiturate users who developed addictions in Vietnam. — Página: [639](kindle://book?action=open&asin=B01HNJIK70&location=639) ^ref-15514 --- When British researchers assessed the harm of various drugs, heroin was the worst by a big margin. On three scales measuring the likelihood that a drug would inflict physical harm, induce addiction, and cause social harm, heroin scored the highest rating—three out of three. — Página: [654](kindle://book?action=open&asin=B01HNJIK70&location=654) ^ref-25000 --- Great scientists make their discoveries using two distinct approaches: tinkering and revolutionizing. Tinkering slowly wears down a problem, like water erodes rock, whereas in revolutions, a great thinker sees what no one else can. — Página: [691](kindle://book?action=open&asin=B01HNJIK70&location=691) ^ref-39861 --- Olds and Milner were some of the first researchers to turn that idea on its head—to suggest that, perhaps, under the right circumstances, we could all become addicts. — Página: [709](kindle://book?action=open&asin=B01HNJIK70&location=709) ^ref-44938 Nota: This seams to be kind of common sense no? --- fraction of an inch made all the difference between delight and discomfort. Olds took to calling this area of the brain the “pleasure center,” a simplistic name that nonetheless captures the euphoria that rats—and dogs, goats, monkeys, and even people—feel when the area is stimulated. — Página: [726](kindle://book?action=open&asin=B01HNJIK70&location=726) ^ref-62284 --- The reward was so great that they would need to find a way to pass the time until the next reward was available.” — Página: [748](kindle://book?action=open&asin=B01HNJIK70&location=748) ^ref-42924 Nota: It looks likeexactly what humans do sometimes. --- This is one of the great lessons from Olds and Milner’s experiment. Rat No. 34 behaved like an incurable addict but that didn’t mean there was something wrong with his brain. — Página: [757](kindle://book?action=open&asin=B01HNJIK70&location=757) ^ref-36962 Nota: Sometimes there is not something inherectly wrong. --- You can think of addiction as part of memory,” says Routtenberg. Addicts had simply learned to link a particular behavior with an appealing outcome. For Rat No. 34, this was stimulation of his pleasure center; for a heroin addict, the flush of pleasure from a fresh hit. — Página: [761](kindle://book?action=open&asin=B01HNJIK70&location=761) ^ref-6289 --- Jim Olds’ lab held the solution to Lee Robins’ conundrum. The reason why her Vietnam vets escaped their heroin addictions was because they had escaped the circumstance that ensnared them. — Página: [774](kindle://book?action=open&asin=B01HNJIK70&location=774) ^ref-10165 Nota: Changing our circunstances changes how we behave. --- addiction embeds itself in memory. — Página: [782](kindle://book?action=open&asin=B01HNJIK70&location=782) ^ref-28880 Nota: Nossas circunstâncias nos moldam --- reSTART is the world’s first gaming and Internet addiction treatment center. Its founders recognize that Internet use differs from substance addiction, because it’s almost impossible to return to society without using the Internet. — Página: [818](kindle://book?action=open&asin=B01HNJIK70&location=818) ^ref-762 Nota: This seens like a real problem. --- Isaac’s experience differs from the lives of Lee Robins’ Vietnam vets. Instead of escaping the context of his addiction forever, Isaac returned to D.C. — Página: [832](kindle://book?action=open&asin=B01HNJIK70&location=832) ^ref-58317 Nota: As vezes o melhor que podemos fazer é nos manter distantes daquilo que nos é viciante. --- there’s so much more to addiction than an addictive personality. Addicts aren’t simply weaker specimens than non-addicts; they aren’t morally corrupt where non-addicts are virtuous. Instead, many, if not most, of them are unlucky. — Página: [864](kindle://book?action=open&asin=B01HNJIK70&location=864) ^ref-59182 --- Product designers are smarter than ever. They know how to push our buttons and how to encourage us to use their products not just once but over and over. Workplaces dangle carrots that always seem to be just out of reach. The next promotion is around the corner; the next sales bonus is one sale away. — Página: [876](kindle://book?action=open&asin=B01HNJIK70&location=876) ^ref-40921 --- Addiction, as it was for Isaac Vaisberg, the Vietnam vets, and Rat No. 34, is a matter of learning that the addictive cue—a game, a place paired with heroin, or a small metal bar—treats loneliness, disaffection, and distress. — Página: [881](kindle://book?action=open&asin=B01HNJIK70&location=881) ^ref-26237 Nota: There is a cue to addiction that can be targeted. --- Sleep deprivation is behavioral addiction’s partner—the consequence of persistent overengagement. — Página: [888](kindle://book?action=open&asin=B01HNJIK70&location=888) ^ref-19732 Nota: We need to control our engagement. --- Huffington was wise to focus on smartphone charging. Ninety-five percent of adults use an electronic device that emits light in the hour before bed, and more than half check their emails overnight. Sixty percent of adults aged between eighteen and sixty-four keep their phones next to them when they sleep, which might explain why 50 percent of adults claim they don’t sleep well because they’re always connected to technology. — Página: [895](kindle://book?action=open&asin=B01HNJIK70&location=895) ^ref-29718 Nota: As veses a tecnologia esta mais proxima do que imaginamos. --- In 2013, a group of scientists measured how much melatonin thirteen volunteers produced after using an iPad for two hours late at night. When those volunteers wore orange goggles—to simulate evening light—they produced plenty of melatonin, which prepared their bodies for bed. When they wore blue goggles (and to some extent when they used the iPad without goggles), their bodies produced significantly less melatonin. — Página: [905](kindle://book?action=open&asin=B01HNJIK70&location=905) ^ref-46205 --- Heroin acts more directly, generating a stronger response than gaming, but the patterns of neurons firing across the brain are almost identical. — Página: [918](kindle://book?action=open&asin=B01HNJIK70&location=918) ^ref-63436 --- But more recent research has shown that addictive behaviors produce the same brain responses that follow drug abuse. — Página: [926](kindle://book?action=open&asin=B01HNJIK70&location=926) ^ref-61086 --- At first the upsides dramatically outweigh the downsides as the brain translates the rush of dopamine into pleasure. But soon the brain interprets this flooding as an error, producing less and less dopamine. The only way to match the original high is to up the dosage of the drug or the experience—to gamble with more money or snort more cocaine or spend more time playing a more involving video game. — Página: [931](kindle://book?action=open&asin=B01HNJIK70&location=931) ^ref-48061 Nota: We need more stimuly to keep having the same reward. --- Addictions are so pleasurable that the brain does two things: first it produces less dopamine to dam the flood of euphoria, and then, when the source of that euphoria vanishes, it struggles to cope with the fact it’s now producing far less dopamine than it used to. And so the cycle continues as the addict seeks out the source of his addiction, and the brain responds by producing less and less dopamine after each hit. — Página: [936](kindle://book?action=open&asin=B01HNJIK70&location=936) ^ref-12297 --- The missing ingredient is the situation that surrounds that rise in dopamine. The substance or behavior itself isn’t addictive until we learn to use it as a salve for our psychological troubles. — Página: [948](kindle://book?action=open&asin=B01HNJIK70&location=948) ^ref-63793 --- Szalavitz says. “In order to develop an addiction, you have to repeatedly take the drug for emotional relief to the point where it feels as though you can’t live without it . . . it can only happen when you start taking doses early or take extra when you feel a need to deal with issues other than pain. — Página: [956](kindle://book?action=open&asin=B01HNJIK70&location=956) ^ref-57304 --- Addiction isn’t just a physical response; it’s how you respond to that physical experience psychologically. — Página: [959](kindle://book?action=open&asin=B01HNJIK70&location=959) ^ref-25104 Nota: It is much more than a simple thing. --- The most striking thing Szalavitz told me was that addiction is a sort of misguided love. It’s love with the obsession but not the emotional support. That idea might sound fluffy, but it’s grounded in science. — Página: [971](kindle://book?action=open&asin=B01HNJIK70&location=971) ^ref-28056 --- Destructiveness is a critical part of addiction. There are many ways to define addiction, but the broadest definitions go too far because they include acts that are healthy or essential for survival. — Página: [987](kindle://book?action=open&asin=B01HNJIK70&location=987) ^ref-24039 --- Addiction, to Peele, is “an extreme, dysfunctional attachment to an experience that is acutely harmful to a person, but that is an essential part of the person’s ecology and that the person cannot relinquish.” — Página: [1010](kindle://book?action=open&asin=B01HNJIK70&location=1010) ^ref-61465 --- The “experience” is everything about the context: the anticipation of the event, and the behavior of carefully lining up the needle, the charred spoon, and the lighter. — Página: [1012](kindle://book?action=open&asin=B01HNJIK70&location=1012) ^ref-9712 --- Rather, it was the association between an unfulfilled psychological need and a set of actions that assuaged that need in the short-term, but was ultimately harmful in the long-term. — Página: [1026](kindle://book?action=open&asin=B01HNJIK70&location=1026) ^ref-42446 Nota: This bis an interedting ideia. But does not sound correct. --- Diagnostic and Statistical Manual of Mental Disorders (DSM). The DSM catalogs the signs and symptoms of dozens of psychiatric disorders, from depression and anxiety to schizophrenia and panic attacks. — Página: [1032](kindle://book?action=open&asin=B01HNJIK70&location=1032) ^ref-1749 --- The missing ingredients are the sense of craving that comes from an addiction, and the fact that addicts know they’re ultimately undermining their long-term well-being. — Página: [1038](kindle://book?action=open&asin=B01HNJIK70&location=1038) ^ref-40748 --- Rylander reported what he saw in a journal article, where he labeled the behavior punding, a Swedish word that means blockheadedness or idiocy. Most interesting to Rylander, though, was that for these patients there was no line between drug addiction and behavioral addiction. One bled into the other, and they were similarly harmful, soothing, and irresistible. — Página: [1053](kindle://book?action=open&asin=B01HNJIK70&location=1053) ^ref-48031 --- Lawrence argued that these patients were simply enacting whatever behaviors came to them most naturally. These behaviors, called stereotypies, depend on “individual life histories,” Lawrence wrote. — Página: [1087](kindle://book?action=open&asin=B01HNJIK70&location=1087) ^ref-4017 Nota: What is the default to us? --- Lawrence and Rylander before him were witnessing the blurred line between substance addictions and behavioral addictions. Like drugs or alcohol, stereotypies offered just one more route to soothe a tormented psyche. — Página: [1092](kindle://book?action=open&asin=B01HNJIK70&location=1092) ^ref-62978 --- Without dopamine they lost their appetite for sugar water, but still enjoyed it when they tasted it anyway. — Página: [1118](kindle://book?action=open&asin=B01HNJIK70&location=1118) ^ref-25640 --- Berridge and his colleagues had shown that there was a big difference between liking a drug and wanting a drug. — Página: [1123](kindle://book?action=open&asin=B01HNJIK70&location=1123) ^ref-3420 --- What makes addiction so difficult to treat is that wanting is much harder to defeat than liking. — Página: [1126](kindle://book?action=open&asin=B01HNJIK70&location=1126) ^ref-45405 --- One recent study suggests that playing hard to get has the same effect: an unattainable romantic partner is less likable but more desirable, which explains why some people find emotionally unavailable partners alluring. — Página: [1133](kindle://book?action=open&asin=B01HNJIK70&location=1133) ^ref-42533 --- Liking and wanting overlap most of the time, which clouds their differences. — Página: [1135](kindle://book?action=open&asin=B01HNJIK70&location=1135) ^ref-12087 --- Addictions aren’t driven by substances or behaviors, but by the idea, learned across time, that they protect addicts from psychological distress. — Página: [1149](kindle://book?action=open&asin=B01HNJIK70&location=1149) ^ref-54991 --- The truth about addiction challenges many of our intuitions. It isn’t the body falling in unrequited love with a dangerous drug, but rather the mind learning to associate any substance or behavior with relief from psychological pain. — Página: [1150](kindle://book?action=open&asin=B01HNJIK70&location=1150) ^ref-49060 --- How was it possible that a hurdle had improved his patient’s gait? The answer is that, if you want to compel people to act, you whittle down overwhelming goals into smaller goals that are concrete and easier to manage. — Página: [1174](kindle://book?action=open&asin=B01HNJIK70&location=1174) ^ref-36512 --- Like small hurdles to a Parkinson’s patient, goals often inspire action because they become fixation points. You can see this when you examine the finishing times of millions of goal-driven marathon runners. — Página: [1179](kindle://book?action=open&asin=B01HNJIK70&location=1179) ^ref-30969 --- That’s the compelling power of goals: even when you’re two bananas shy of collapsing, you find the will to go on. So what happens when you reach your goal? — Página: [1206](kindle://book?action=open&asin=B01HNJIK70&location=1206) ^ref-57048 Nota: Objetivos podem dar um norte claro --- Either you endure the anticlimax of succeeding, or you endure the disappointment of failing. All of this matters now more than ever because there’s good reason to believe we’re living through an unprecedented age of goal culture—a period underscored by addictive perfectionism, self-assessment, more time at work, and less time at play. — Página: [1318](kindle://book?action=open&asin=B01HNJIK70&location=1318) ^ref-3977 --- Goals have been around for as long as our planet has sustained life. What has changed, though, is how much of our lives are occupied by goal pursuit. — Página: [1323](kindle://book?action=open&asin=B01HNJIK70&location=1323) ^ref-62935 --- And once you’ve finished climbing one mountain or running one race, you can start preparing for the next one, because today goals are far more than just destinations; today we’re fixated on the journey, and often the act of reaching the goal is an incidental anticlimax. — Página: [1329](kindle://book?action=open&asin=B01HNJIK70&location=1329) ^ref-52816 --- Where once you had to seek out new goals, today they land, often uninvited, in your inbox and on your screen. — Página: [1342](kindle://book?action=open&asin=B01HNJIK70&location=1342) ^ref-18807 --- by one estimate, it takes up to twenty-five minutes to become re-immersed in an interrupted task. — Página: [1349](kindle://book?action=open&asin=B01HNJIK70&location=1349) ^ref-62161 Nota: Interrupcoes constantrs sao um problema de trabalho grave. --- This from a mode of communication that barely existed until the twenty-first century. — Página: [1356](kindle://book?action=open&asin=B01HNJIK70&location=1356) ^ref-51240 Nota: Ghe simple ideia of email has changed how we live --- It’s never been so easy to concoct a goal—and, much to our detriment, we’re coaxed along that complicated path by devices that are meant to make our lives easier. — Página: [1380](kindle://book?action=open&asin=B01HNJIK70&location=1380) ^ref-52430 --- Numbers pave the road to obsession. — Página: [1405](kindle://book?action=open&asin=B01HNJIK70&location=1405) ^ref-53026 --- The moral is that it’s healthy to make goals more difficult to measure, but also that it is dangerous to have devices that monitor everything from our heart rates to the number of steps we’ve walked today. — Página: [1416](kindle://book?action=open&asin=B01HNJIK70&location=1416) ^ref-11249 --- Streaks uncover the major flaw with goal pursuit: you spend far more time pursuing the goal than you do enjoying the fruits of your success. — Página: [1440](kindle://book?action=open&asin=B01HNJIK70&location=1440) ^ref-27206 --- Adams promoted an alternative: instead of goals, live your life by systems. A system is “something you do on a regular basis that increases your odds of happiness in the long run.” — Página: [1447](kindle://book?action=open&asin=B01HNJIK70&location=1447) ^ref-19053 Nota: Essa parece ser uma filosofia de vida interessante --- Polk was describing the principle of social comparison. We constantly compare what we have to what other people have, and the conclusions we draw depend on who those people are. — Página: [1458](kindle://book?action=open&asin=B01HNJIK70&location=1458) ^ref-16743 --- Humans are inherently aspirational; we look ahead rather than backward, so no matter where we stand, we’ll tend to focus on people who have more. — Página: [1460](kindle://book?action=open&asin=B01HNJIK70&location=1460) ^ref-12985 --- Polk was convinced that this perpetual goal, even among the very wealthy, reflected a “lack of connection with your life’s work.” You don’t need to keep score with money if you’re truly, deeply motivated by what you’re doing. — Página: [1466](kindle://book?action=open&asin=B01HNJIK70&location=1466) ^ref-48847 --- In moderation, personal goal-setting makes intuitive sense, because it tells you how to spend your limited time and energy. But today, goals visit themselves upon us, uninvited. — Página: [1475](kindle://book?action=open&asin=B01HNJIK70&location=1475) ^ref-45805 Nota: Essa distincao entre o que definimos e o que nos e definido e importante --- From a young age, humans are driven to learn, and learning involves getting as much feedback as possible from the immediate environment. — Página: [1487](kindle://book?action=open&asin=B01HNJIK70&location=1487) ^ref-40236 --- If this all sounds frivolous, it should—here were millions of people bonded by a button that did nothing at all. The pull of feedback is so great that people will spend weeks online waiting to learn what will happen when they refrain from pushing a virtual button for sixty seconds. — Página: [1530](kindle://book?action=open&asin=B01HNJIK70&location=1530) ^ref-61376 Nota: Esse e o poder do feedback. Nesse caso o interesse de saber o wue acontece e que nos move. --- Zeiler had documented an important fact about positive feedback: that less is often more. — Página: [1551](kindle://book?action=open&asin=B01HNJIK70&location=1551) ^ref-30234 --- Users were gambling every time they shared a photo, web link, or status update. — Página: [1561](kindle://book?action=open&asin=B01HNJIK70&location=1561) ^ref-54002 --- I won roughly 95 percent of the time. The game only ended when I had to eat or sleep or attend class in the morning. And sometimes it didn’t even end then. — Página: [1605](kindle://book?action=open&asin=B01HNJIK70&location=1605) ^ref-11930 Nota: That os a high price for something free. --- If two bombs are worth a payout of ten credits, you get a payout of $1. Not bad—until you realize the net effect of that spin is a loss of fifty cents (your $1 payout minus the cost of the spin at $1.50). And yet you enjoy the positive feedback that follows a win—a type of win that Schüll and other gambling experts call a “loss disguised as a win.” — Página: [1616](kindle://book?action=open&asin=B01HNJIK70&location=1616) ^ref-3508 --- Losses disguised as wins only matter because players don’t classify them as losses—they classify them as wins. — Página: [1623](kindle://book?action=open&asin=B01HNJIK70&location=1623) ^ref-31722 --- This is what makes modern slot machines—and modern casinos—so dangerous. Like the little boy who hit every button in my elevator, adults never really grow out of the thrill of attractive lights and sounds. — Página: [1631](kindle://book?action=open&asin=B01HNJIK70&location=1631) ^ref-34988 --- Bonuses are classified as “marketing” rather than a way of changing the odds of winning, so regulators turned a blind eye. — Página: [1640](kindle://book?action=open&asin=B01HNJIK70&location=1640) ^ref-61701 Nota: Sometimes it is easy to vend the rules. --- The difference between casinos and video games is that many designers are more concerned with making their games fun than with making buckets of money. — Página: [1655](kindle://book?action=open&asin=B01HNJIK70&location=1655) ^ref-58613 Nota: Not always true --- “Novice game designers often forget to add juice,” Foddy said. “If a character in your game runs through the grass, the grass should bend as he runs through it. It tells you that the grass is real and that the character and grass are in the same world.” — Página: [1674](kindle://book?action=open&asin=B01HNJIK70&location=1674) ^ref-40895 --- Juice amplifies feedback, but it’s also designed to unite the real world and the gaming world. — Página: [1688](kindle://book?action=open&asin=B01HNJIK70&location=1688) ^ref-3320 --- Mapping is sort of visceral,” says Foddy. “For example, you should always use the space bar sparingly. It’s a loud, clattery key on the computer, so it shouldn’t be used for something mundane, like walking. It’s better saved for declarative actions that aren’t quite as common, like jumping. Your aim is to match sensations in the physical realm to those in the digital realm.” — Página: [1697](kindle://book?action=open&asin=B01HNJIK70&location=1697) ^ref-5457 --- Since mainstream VR is in its infancy, we can’t be sure that it will dramatically change how we live. But all early signs suggest that it will be both miraculous and dangerous. — Página: [1735](kindle://book?action=open&asin=B01HNJIK70&location=1735) ^ref-29183 --- In contrast to VR, the physical realm is a long series of losses punctuated by occasional wins. — Página: [1741](kindle://book?action=open&asin=B01HNJIK70&location=1741) ^ref-12823 --- Goldhill’s story illustrates why variable reinforcement is so powerful. Not because of the occasional wins, but because the experience of coming off a recent loss is deeply motivating. — Página: [1747](kindle://book?action=open&asin=B01HNJIK70&location=1747) ^ref-44450 --- As you’ve probably gathered, the figure is neither a number nor a letter, but instead an ambiguous hybrid of the number 13 and a capital letter B. The students were so intent on seeing what they hoped to see that their brains resolved the ambiguous figure in their favor. The number thirteen popped out to those who hoped to see a number, and the letter B popped out to those who hoped to see a letter. This phenomenon, called motivated perception, happens automatically all the time. — Página: [1759](kindle://book?action=open&asin=B01HNJIK70&location=1759) ^ref-9540 --- What Miyamoto seemed to recognize better than anyone was that addictive games offered something to both novices and experts. Games designed only for beginners would grow stale too soon, and games designed only for experts would lose newcomers before they became masters. — Página: [1783](kindle://book?action=open&asin=B01HNJIK70&location=1783) ^ref-64038 --- The first few seconds of gameplay are brilliantly designed to simultaneously do two very difficult things: teach, and preserve the illusion that nothing is being taught at all. — Página: [1801](kindle://book?action=open&asin=B01HNJIK70&location=1801) ^ref-37048 --- Shubik’s game shows that an early hook fuels many addictive behaviors. The experience seems innocuous at first, but eventually you realize that things might end badly. — Página: [1833](kindle://book?action=open&asin=B01HNJIK70&location=1833) ^ref-25625 --- but not every engaging experience is predatory. Some experiences are designed to be addictive for the sake of ensnaring hapless consumers, but others happen to be addictive though they’re primarily designed to be fun or engaging. The line that separates these is very thin; to a large extent the difference rests on the intention of the designer. — Página: [1868](kindle://book?action=open&asin=B01HNJIK70&location=1868) ^ref-53148 --- Many games hide these down-the-line charges. They’re free, at first, but later you’re forced to pay in-game fees to continue. — Página: [1887](kindle://book?action=open&asin=B01HNJIK70&location=1887) ^ref-21623 --- You start playing because you want to have fun, but you continue playing because you want to avoid feeling unhappy. — Página: [1894](kindle://book?action=open&asin=B01HNJIK70&location=1894) ^ref-56551 --- “It’s called color coding,” Isaac Vaisberg, the former gaming addict I introduced in chapter 2, told me. He gave the example of an online role-playing game, in which players form guilds to complete missions. “Say you have two million players already, and you’re trying to figure out what’s most engaging to them. You attach a color to the [computer] code associated with each mission, or even to different elements within each mission, and see which is most addictive.” The color codes, or tags, allow designers to track how much time players spend on each element within each mission, and how many times they come back to try the mission again. — Página: [1896](kindle://book?action=open&asin=B01HNJIK70&location=1896) ^ref-39039 --- Beginner’s luck is addictive because it shows you the pleasure of success and then yanks it away. — Página: [1943](kindle://book?action=open&asin=B01HNJIK70&location=1943) ^ref-25744 --- “Part of the design of a good game show is that there are no barriers to entry. And there’s a worldwide vernacular. — Página: [1973](kindle://book?action=open&asin=B01HNJIK70&location=1973) ^ref-38894 --- All you need is the right environment—and the removal of barriers that prevent novices from taking their first hit—and you’ll find a brand-new segment of addicts that looks nothing like the addicts who came before them. — Página: [2002](kindle://book?action=open&asin=B01HNJIK70&location=2002) ^ref-2064 --- In the experimenters’ words, “most people prefer to be doing something rather than nothing, even if that something is negative.” As thirty thousand books tell us, we may be looking for an easier life on some level—but many of us prefer to break up a period of mild pleasantness with a dose of moderate hardship. — Página: [2043](kindle://book?action=open&asin=B01HNJIK70&location=2043) ^ref-11401 --- To some extent we all need losses and difficulties and challenges, because without them the thrill of success weakens gradually with each new victory. — Página: [2048](kindle://book?action=open&asin=B01HNJIK70&location=2048) ^ref-15091 --- This escalation of difficulty is a critical hook that keeps the game engaging long after you’ve mastered its basic moves. — Página: [2073](kindle://book?action=open&asin=B01HNJIK70&location=2073) ^ref-48514 --- The sense of creating something that requires labor and effort and expertise is a major force behind addictive acts that might otherwise lose their sheen over time. — Página: [2102](kindle://book?action=open&asin=B01HNJIK70&location=2102) ^ref-31752 --- It also highlights an insidious difference between substance addiction and behavioral addiction: where substance addictions are nakedly destructive, many behavioral addictions are quietly destructive acts wrapped in cloaks of creation. — Página: [2103](kindle://book?action=open&asin=B01HNJIK70&location=2103) ^ref-23603 ---