When I read Antonio Damasio’s neuroscience book “Decartes’ Error” several years ago I was struck with a certain revelation. Damasio made the point that the subtle fluctuations of our emotional life are tied to physiological processes. A sting a fear is correlated to the activation of the amygdala and corresponding hormone releases. Similar processes drive other emotions and sensations like serenity, sleepiness and ecstasy. They are fired off by the release of chemicals within our bodies.

It’s fascinating to think about this but you don’t see the concept mentioned much in non-science writing. Thus I was pleasantly surprised at this passage on author Hugh Howey’s blog. While discussing Barnes and Nobel’s use of “loyalty cards” (basically a tool to provide discounts to frequent buyers) he states…

Loyalty cards are another issue. These cost a yearly subscription, and being asked if you have one right at the moment of transactional copulation is a buzz-kill. Dreading the pressure of signing up is a great way to block the dopamine release that might get me to come back.

Dopamin is the neurotransmitter related to anticipation.

I have to say I agree with Howey’s larger point about these kinds of membership programs. I’ve pretty given up on ever shopping at a Von’s Supermarket as every time I do they try and force membership into their stupid loyalty card program. I’m curious whether these programs ultimately drive away more customers than they keep. Albertsons, another store around here, has actually discontinued their program.