Your brain enjoys rewards so much that it actually has a whole system devoted to them. The neurotransmitter dopamine—sometimes referred to as the pleasure chemical—is part of the reward system. It’s released both when you experience a reward and when you expect to experience one. As the release of dopamine fills you with feelings of pleasure, your brain associates those feelings with whatever you just did or ingested. It’s called associative conditioning.
That association is the basis of the brain’s reward system, the purpose of which is to ensure your survival by helping you learn and remember the behaviors and substances that are good for you. Many different substances, activities, and behaviors trigger the release of dopamine. Some of them, in addition to food and sex, are:
- social interactions
- music
- generosity
- scary movies, scary situations, or scary thoughts
- psychoactive drugs (alcohol, cocaine, heroin, nicotine, etc.)
- gambling
- sugar
Your Brain Runs on Rewards
For the most part, your brain’s reward system functions automatically without your conscious intervention. You probably don’t pay a lot of attention to it other than being aware that some things are a lot more pleasurable than others, and of course you want to engage in the behaviors or ingest the substances that are pleasurable.
While you may have no problem thinking of some experiences as rewarding, you might be ambivalent—or worse—about using rewards intentionally to help you modify your own behavior. As a being with a prefrontal cortex, you may think you aren’t susceptible to rewards the way your puppy is. Or you might be under the impression you shouldn’t need to use rewards. You should just be able to make up your mind to do something and then do it.
Maybe you think you don’t—or shouldn’t—need to reward yourself for doing what you want to do or what’s in your own best interest. Maybe you believe knowing what you want to do, why you want to do it, and how to do it is sufficient. You’re an adult. You have self-discipline and self-control. Or you can develop it. Rewards might be OK for young children. Or pets. But you don’t need them.
If that’s where you’re coming from, well, science does not support your position. It turns out all of us are hardwired to be “insatiable wanting machines.” If you don’t learn how to use the brain’s reward system, it will continue having its way with you.
Let’s say you want to begin a new habit. If there are no rewards, or weak rewards, habits are much less likely to take hold. That’s because the basal ganglia, which is the part of the brain that turns repetitive behaviors into habits, depends on having enough dopamine to operate efficiently.
I hand out pages of stickers to the clients in my Goals, Habits & Intentions course. Some people love them and immediately figure out how to use them as rewards. Others hold onto them for weeks, wondering what to do with them. (“Why do I have these?”) Some have no problem connecting awarding themselves a sticker with getting a reward. Others go through the motions without making that connection.
A reward is positive reinforcement. It motivates you to repeat the behavior. In the case of long-term goals, small hits of dopamine encourage you to keep moving forward, so it pays to know where you are headed. And it works better to acknowledge and celebrate each small accomplishment along the way (often a sticker will do) than to wait for one big jolt of dopamine at the end (an entire spa day).
Benefits Are Not Rewards
If there were no benefit to you for embarking on a particular course of action, there would be no point in doing it. Benefits answer the question of why you want to do something. So it’s useful to clearly identify all the benefits that would—or could—accrue if you accomplish what you set out to do. But you identify benefits via the conscious part of your brain, and rewards are processed by the unconscious.
Celebrations Are Not Rewards
In behavior-change terms, a celebration is an impromptu acknowledgement of something you’ve accomplished. The difference between a reward and a celebration is in how you use it, not what it is. In order for something to be effective as a reward, you need to crave it. That’s because dopamine is triggered by the expectation of a reward. So in order for you—and your brain—to crave a reward:
- The reward needs to be something you really want (enjoy).
- The reward needs to be identified ahead of time: what exactly will you get when you complete or accomplish the thing you set out to do?
- You also need to follow through and actually give yourself the reward. (You might not think this needs to be stated, but it does.)
Using Rewards = Using Your Brain
You may believe that accomplishment should be its own reward, but your brain doesn’t see it that way—and it’s the way your brain sees it, not the way you do, that matters. Sure some activities and accomplishments are intrinsically rewarding, but that’s not the case for all activities. Rewards help your brain help you accomplish the things you set out to do and turn desirable behaviors into habits.
Because your brain’s reward system operates with or without your participation, you can develop habits you don’t want to have that may be extremely difficult to change or stop. And while the conscious part of the brain is certainly better at many things than the unconscious part of the brain is, the reverse is also true. When it comes to modifying behavior, the smartest thing the conscious part of the brain can do is recognize the value of the reward system—and learn how to use it effectively.
Part of the series A-Z: An Alphabet of Change.