Scientists used to think that dopamine was the chemical that makes us feel pleasure, but this belief has now changed in the way that it actually creates want. Dopamine is critical in all sorts of brain functions, including thinking, moving, sleeping, mood, attention, motivation, seeking and reward. It causes you to seek, desire, and search. This leads to it increasing your general level of arousal and your goal-directed behaviour. Dopamine is stimulated by unpredictability, by small bits of information, and by reward cues. These condition are ones that run perfectly parallel with those of social media.
- The pull of dopamine is so strong that studies have shown tweeting is harder for people to resist than cigarettes and alcohol.
Therefore, because of dopamine creates want and then to be rewarded is where the issue of instant gratification comes in.‘Instant gratification’ is the immediate attainability of satisfaction and happiness. It is a way of experiencing pleasure and fulfillment without delay or patience because it provides a spike in dopamine without effort or discipline.