Description
Book SynopsisThe New York Times Bestseller *** As featured on The Joe Rogan Experience and Diary of a CEO ***
Are we hardwired to crave more? From food and stuff to information and influence, why can''t we ever get enough?
Michael Easter, author of The Comfort Crisis and one of the world''s leading experts on behavior change, shows that the problem isn''t you. The problem is the scarcity loop, left over from our ancient ancestors, who had to constantly seek and consume to survive. For the scarcity loop to work, you need three things: opportunity, unpredictable rewards and quick repeatability.
New technology and institutions - from dating and entertainment apps to our food and economic systems - are exploiting the scarcity loop, leading to us all developing scarcity brain. We''re bombarded with subversive scarcity cues, subtle triggers that lead us into low-reward cravings that hurt us in the long run. Scarcity cues can be direct and all-encompas
