--- title: "Meaning & Key Takeaway of: Research shows that levels of the…" description: "\"“Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward.[xi] Introducing variability multiplies the eff..." image: "https://sms4smile.com/quotes/i/3fa/nir-eyal-1258_computers_research-shows-that-levels-of-the-neurot_323768.jpg" --- # Research shows that levels of the neurotransmitter… ![“Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward.[xi] Introducing variability multiplies the effect, creating a focused state, which suppresses the areas of the brain associated with judgment and reason while activating the parts associated…” quote by Nir Eyal](https://sms4smile.com/quotes/i/3fa/nir-eyal-1258_computers_research-shows-that-levels-of-the-neurot_323768.jpg) [Download](https://sms4smile.com/quotes/i/3fa/nir-eyal-1258_computers_research-shows-that-levels-of-the-neurot_323768.jpg) [Open image](https://sms4smile.com/quotes/i/3fa/nir-eyal-1258_computers_research-shows-that-levels-of-the-neurot_323768.jpg) > ““Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward.\[xi\] Introducing variability multiplies the effect, creating a focused state, which suppresses the areas of the brain associated with judgment and reason while activating the parts associated with wanting and desire.\[xii\] Although classic examples include slot machines and lotteries, variable rewards are prevalent in many other habit-forming products.”” [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Variable rewards heighten dopamine, sharpening focus but reducing judgment, driving habit formation. **In simple terms:** Unpredictable rewards boost focus and desire, lowering rational control. Key Takeaway Design experiences with varied incentives. Themes motivation habit formation psychology neuroscience Mood cautious analytical Type educational practical When to use this quote - product design - marketing strategies - personal habit building Key Concepts dopamine variable reward focus judgment suppression Questions to Reflect On - How can you use variable rewards responsibly? - What habits might you redesign with this insight? A Different Perspective Overreliance on variable rewards can lead to addiction. ★ ★ ★ ★ ★ No ratings yet [Computers](https://sms4smile.com/quotes/about/computers/) [Desire](https://sms4smile.com/quotes/about/desire/) [Dopamine](https://sms4smile.com/quotes/about/dopamine/) [Habits](https://sms4smile.com/quotes/about/habits/) ## Related quotes > [“When men look at pictures of naked women, their startle response to loud noises diminishes. It seems that the dopamine surge mutes the prefrontal…](https://sms4smile.com/quotes/anonymous/when-men-look-at-pictures-of-naked-women-their-startle-response-to/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [“Adding variability increased the frequency of the pigeons completing the intended action. Skinner’s pigeons tell us a great deal about what helps drive our…](https://sms4smile.com/quotes/nir-eyal/adding-variability-increased-the-frequency-of-the-pigeons-completing/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Variable rewards are not magic fairy dust that a product designer can sprinkle onto a product to make it instantly more attractive. Rewards must…](https://sms4smile.com/quotes/nir-eyal/variable-rewards-are-not-magic-fairy-dust-that-a-product-designer-can/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Which Rewards Should You Offer? Fundamentally, variable reward systems must satisfy users’ needs, while leaving them wanting to re-engage. The most habit-forming products and…](https://sms4smile.com/quotes/nir-eyal/which-rewards-should-you-offer-fundamentally-variable-reward-systems/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Facebook provides numerous examples of variable social rewards. Logging-in reveals an endless stream of content friends have shared, comments from others, and running tallies…](https://sms4smile.com/quotes/nir-eyal/facebook-provides-numerous-examples-of-variable-social-rewards/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Slot machines provide a classic example of variable rewards of the hunt. Gamblers plunk $1 billion per day into slot machines in American casinos,…](https://sms4smile.com/quotes/nir-eyal/slot-machines-provide-a-classic-example-of-variable-rewards-of-the/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“variable rewards are a powerful inducement to repeat actions. Understanding what moves users to return to habit-forming products gives designers an opportunity to build…](https://sms4smile.com/quotes/nir-eyal/variable-rewards-are-a-powerful-inducement-to-repeat-actions/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Remember and Share - Variable Reward is the third phase of the Hook Model, and there are three types of variable rewards: tribe, hunt…](https://sms4smile.com/quotes/nir-eyal/remember-and-share-variable-reward-is-the-third-phase-of-the-hook/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [Doing your best is taking the action because you love it, not because you're expecting a reward](https://sms4smile.com/quotes/miguel-angel-ruiz/doing-your-best-is-taking-the-action-because-you-love-it-not-because-2/) [Miguel Angel Ruiz](https://sms4smile.com/quotes/author/miguel-angel-ruiz/) > [Father monks, why do you fast! Why do you expect reward in heaven for that?...No, saintly monk, you try being virtuous in the world,…](https://sms4smile.com/quotes/fyodor-dostoevsky/father-monks-why-do-you-fast-why-do-you-expect-reward-in-heaven-for/) [Fyodor Dostoevsky](https://sms4smile.com/quotes/author/fyodor-dostoevsky/) > [When we can do nothing else, we can still love, without expecting any reward or change or gratitude.](https://sms4smile.com/quotes/paulo-coelho/when-we-can-do-nothing-else-we-can-still-love-without-expecting-any/) [Paulo Coelho](https://sms4smile.com/quotes/author/paulo-coelho/) > [Doing your best is taking the action because you love it, not because you're expecting a reward. Most people do the exact opposite: They…](https://sms4smile.com/quotes/miguel-angel-ruiz/doing-your-best-is-taking-the-action-because-you-love-it-not-because/) [Miguel Angel Ruiz](https://sms4smile.com/quotes/author/miguel-angel-ruiz/) > [“But love your enemies, do good to them, and lend to them without expecting to get anything back. Then your reward will be great,…](https://sms4smile.com/quotes/michele-woolley/but-love-your-enemies-do-good-to-them-and-lend-to-them-without/) [Michele Woolley](https://sms4smile.com/quotes/author/michele-woolley/) > [“if you take action just for the sake of doing it, without expecting a reward, you will find that you enjoy every action you…](https://sms4smile.com/quotes/miguel-ruiz/if-you-take-action-just-for-the-sake-of-doing-it-without-expecting-a/) [Miguel Ruiz](https://sms4smile.com/quotes/author/miguel-ruiz/) > [“test subjects played a gambling game while Knutson and his team looked at which areas of their brains became more active. 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My recent search for a DVD…](https://sms4smile.com/quotes/nir-eyal/for-an-example-of-how-perception-of-a-limited-supply-can-increase/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“all humans are motivated to seek pleasure and avoid pain, to seek hope and avoid fear, and finally, to seek social acceptance and avoid…](https://sms4smile.com/quotes/nir-eyal/all-humans-are-motivated-to-seek-pleasure-and-avoid-pain-to-seek-hope/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“The more users invest in a product through tiny bits of work, the more valuable the product becomes in their lives and the less…](https://sms4smile.com/quotes/nir-eyal/the-more-users-invest-in-a-product-through-tiny-bits-of-work-the-more/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Twitter The “feed” has become a social staple of many online products. 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When we feel overly stressed we seek calm, perhaps finding relief in…](https://sms4smile.com/quotes/nir-eyal/when-bored-many-people-seek-excitement-and-turn-to-dramatic-news/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Remember and Share - Action is the second step in The Hook. - The action is the simplest behavior in anticipation of reward. -…](https://sms4smile.com/quotes/nir-eyal/remember-and-share-action-is-the-second-step-in-the-hook-the-action/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [Habit-forming products often start as nice-to-haves, but once the habit is formed, they become must-haves.](https://sms4smile.com/quotes/nir-eyal/habit-forming-products-often-start-as-nice-to-haves-but-once-the/) [Nir Eyal](https://sms4smile.com/quotes/author/nir-eyal/) > [“Experiences with finite variability become less engaging because they eventually become predictable. 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They…](https://sms4smile.com/quotes/gina-sheridan/note-found-in-the-patron-suggestion-box-you-have-signs-up-near-the/) [Gina Sheridan](https://sms4smile.com/quotes/author/gina-sheridan/) > [“You weren't born to be a cog in the giant industrial machine. You were trained to become a cog. There's an alternative available to…](https://sms4smile.com/quotes/seth-godin/you-weren-t-born-to-be-a-cog-in-the-giant-industrial-machine-you-were/) [Seth Godin](https://sms4smile.com/quotes/author/seth-godin/) > [If you stood me in a costume next to a computer graphic of the same-looking character, I think there would be a difference. And…](https://sms4smile.com/quotes/warwick-davis/if-you-stood-me-in-a-costume-next-to-a-computer-graphic-of-the-same/) [Warwick Davis](https://sms4smile.com/quotes/author/warwick-davis/) > [The corporate state is an immensely powerful machine, ordered, legalistic, rational, yet utterly out of human control, wholly and perfectly indifferent to any human…](https://sms4smile.com/quotes/charles-a-reich/the-corporate-state-is-an-immensely-powerful-machine-ordered/) [Charles A. 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