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Indigo The Pleasure Loop: The Neuroscience of the Addiction We Share | Erin Mills Town Centre
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Why does comfort no longer comfort us, even as we drown in more pleasure than any humans in history?
From midnight fridge-raids to endless scrolling, from that nightly glass of wine to the compulsion to check your phone, we are all caught in the same loop. In The Pleasure Loop , neuroscientist and clinical psychologist Gregory Bicaj reveals that this restlessness isn't a personal failure or weak willpowerâ it's the predictable result of an ancient brain living inside an environment engineered to exploit it.
Drawing on decades of laboratory research and clinical practice, Bicaj shows how the gap between wanting and liking quietly hijacks our livesâ and, crucially, how to close it. This is not another guilt-driven willpower manual. It's a clear-eyed, compassionate map of the machinery beneath our compulsions, and a practical guide to reclaiming choice.
Inside, you'll discover:
Why dopamine drives pursuit, not pleasure â and how that explains wanting more while enjoying less
How to map your personal pleasure economy and spot the hidden costs of everyday habits
The truth about screens, sugar, and social media as the new everyday drugs
A step-by-step thirty-day reset to hear what your nervous system is really telling you
How chosen discomfort, honesty, and connection rebuild your capacity for real satisfaction
Why redesigning your environment beats brute willpower every time
Understand the loop, and you begin to break freeâ not through struggle, but through insight.
Why does comfort no longer comfort us, even as we drown in more pleasure than any humans in history?
From midnight fridge-raids to endless scrolling, from that nightly glass of wine to the compulsion to check your phone, we are all caught in the same loop. In The Pleasure Loop , neuroscientist and clinical psychologist Gregory Bicaj reveals that this restlessness isn't a personal failure or weak willpowerâ it's the predictable result of an ancient brain living inside an environment engineered to exploit it.
Drawing on decades of laboratory research and clinical practice, Bicaj shows how the gap between wanting and liking quietly hijacks our livesâ and, crucially, how to close it. This is not another guilt-driven willpower manual. It's a clear-eyed, compassionate map of the machinery beneath our compulsions, and a practical guide to reclaiming choice.
Inside, you'll discover:
Why dopamine drives pursuit, not pleasure â and how that explains wanting more while enjoying less
How to map your personal pleasure economy and spot the hidden costs of everyday habits
The truth about screens, sugar, and social media as the new everyday drugs
A step-by-step thirty-day reset to hear what your nervous system is really telling you
How chosen discomfort, honesty, and connection rebuild your capacity for real satisfaction
Why redesigning your environment beats brute willpower every time
Understand the loop, and you begin to break freeâ not through struggle, but through insight.
The largest book retailer in Canada also offers toys, music, home décor, gifts and lifestyle products. What's Inside...Books, Magazines, CD’s and DVD’s, Toys and Gifts, Home Accents, Electronics, Baby’s and Children’s Section, Bath and Body, Kitchen and Bedroom, Stationary Located outside in the exterior plaza.
