Dopamine is a neurotransmitter that helps control the brain’s reward and pleasure centres. So what does this have to do with finance? The fact that people crave pleasure and rewards has everything to do with finance. Take a look at the photos of those celebrities leaving Buckingham Palace right after being rewarded with a medal for services rendered. They are positively beaming. Rewards can come in many ways, a person simply being nice to you can zap those reward centres of your brain with dopamine. That can be the check out girl at Aldi (yes, they are trained to do it) or the assistant in Harrods who treats you like royalty. Besides buying products, you also get an experience.
