making the NAccs continually excited. The scientists noticed that the rodents lost
interest in everything. They stopped eating and drinking. All courtship behavior ceased.
The rats would just huddle
in the corners of their cages, transfixed by their bliss. Within
days, all of the animals had perished. They died of thirst. For more, see Jonah Lehrer,
How We Decide (Boston: Houghton Mifflin Harcourt, 2009).
neurological processes behind craving and desire
: James Olds and Peter Milner,
“Positive Reinforcement Produced by Electrical Stimulation
of Septal Area and Other
Regions of Rat Brain,”
Journal of Comparative and Physiological Psychology 47, no. 6
(1954), doi:10.1037/h0058775.
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