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Self-control separates us from our ancient ancestors and the rest of the animal kingdom, thanks to our large prefrontal cortex. It is the ability to subdue our impulses in order to achieve longer-term goals.
Why do we often think we know what we want, only to be disappointed with our purchases and choices? Behavioral economics shows just how irrational humans can be. Here's some insight into the surprising ways in which our emotions and thought patterns guide us toward predictable economic decisions.
Dopamine is a neurotransmitter that helps control the brain's reward and pleasure centers. Dopamine also helps regulate movement and emotional responses, and it enables us not only to see rewards, but to take action to move toward them.