Your brain has far more neural circuitry allocated for wanting rewards than for liking them. The wanting centers in the brain are large than liking centers of the brain. They are often referred to as "hedonic hot spots" , distributed like tiny islands throughout the brain. For instance, researchers have found that 100 percent of the nucleus accumbens is activated during wanting. Meanwhile, only 10 percent of the structure is activated during liking. That’s why we are more excited before getting something than actually getting it. Like buying an iphone or car.
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