“ Our brain likes patterns. Especially patterns which we have seen before and which behave the same as they did the previous times we used it. The brain cant help looking for patterns because it is rewarded by the chemical dopamine when it finds patterns that lead to success. The pleasure is repeated each time we recognize the pattern, and the pattern recognition proves true. According to Charles Hannon, the validation of these patterns is not the only thing that gives us the delightful feeling. The dopamine is also released when we only see a pattern of which we think it will lead to success.
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Charles Hannon, The neuroscience of usability Interaction 11 report: day 3

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