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Time of India

Are you settling for pleasure while chasing happiness? Doctor explains the brain chemistry behind true fulfillment

It began with a casual comment. In a striking anecdote from an old University of California lecture, Dr. Robert Lustig recounted a moment that sparked a profound realization. A woman, fresh from bariatric surgery, was asked how she stayed so slim. Her response was matter-of-fact: 'I eat only when I'm hungry.' To which another responded, 'Eating is for happiness.' #Pahalgam Terrorist Attack PM Modi-led 'Super Cabinet' reviews J&K security arrangements Pakistan's General Asim Munir is itching for a fight. Are his soldiers willing? India planning to launch military strike against Pakistan within 24 to 36 hours, claims Pak minister That reply, simple yet striking, sent Lustig down a path of inquiry. Had we, as a society, blurred the line between hunger and emotional craving? Between fleeting pleasure and sustainable happiness? The Seven Truths: Unpacking the Pleasure-Happiness Divide Lustig, professor emeritus at UCSF and a pioneer in childhood obesity research, presents a clear framework. Pleasure, he explains, is short-lived, visceral, and inherently self-centered. It's driven by dopamine, the neurotransmitter responsible for the brain's reward system. Think sugar highs, Instagram likes, and online shopping splurges — they light us up for a moment, but leave us emptier afterward. Play Video Pause Skip Backward Skip Forward Unmute Current Time 0:00 / Duration 0:00 Loaded : 0% 0:00 Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 1x Playback Rate Chapters Chapters Descriptions descriptions off , selected Captions captions settings , opens captions settings dialog captions off , selected Audio Track default , selected Picture-in-Picture Fullscreen This is a modal window. Beginning of dialog window. Escape will cancel and close the window. 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Its chemical anchor is serotonin, the neurotransmitter linked to calm, contentment, and connection. Unlike pleasure, it isn't addictive — you can't overdose on too much happiness. When Dopamine Drowns Out Serotonin The real kicker, Lustig says, is that dopamine and serotonin don't coexist peacefully. The more we chase dopamine-driven highs — through sugar, screens, status, or substances — the more we downregulate our serotonin receptors. In essence, the relentless pursuit of pleasure doesn't just fail to deliver happiness. It actively sabotages it. You Might Also Like: Passenger offers seat to elderly man on bus, walks away with a life-changing lesson This neurological seesaw is why today's hyperconnected, hyperstimulated lives leave so many feeling more anxious, lonely, and dissatisfied than ever before. The System Is Rigged — And It's Selling You Pleasure From Madison Avenue to Silicon Valley, Lustig argues, powerful industries have learned to exploit this confusion. They've hijacked our neurochemistry to sell pleasure as a stand-in for happiness. A fast-food meal becomes a comfort ritual. A social media notification mimics a hug. A shopping spree promises fulfillment. But none of these deliver the real thing. In his provocative book The Hacking of the American Mind , Lustig lays bare how corporations thrive on this neurological sleight-of-hand — and how we, unknowingly, participate in our own discontent. A Radical Prescription: The Four Cs So what's the cure? Lustig doesn't just diagnose; he offers a roadmap. His prescription for long-term happiness revolves around what he calls the Four Cs: You Might Also Like: From career to fitness, what is secret of happiness? Billionaire Harsh Goenka shares a life lesson from Gaur Gopal Das Connect – Invest in genuine relationships. Whether it's friends, family, or even pets, human connection boosts serotonin and grounds us emotionally. Contribute – Do something bigger than yourself. Volunteer, teach, share your knowledge — the act of giving nurtures purpose. Cope – Take care of your mind and body. Sleep well, practice mindfulness, and stay active. Coping is not avoidance; it's resilience. Cook – Reclaim control over what you eat. Preparing real food with real ingredients counters the chemical chaos of processed diets. You Might Also Like: Peace first or happiness first? Rs 5,000 crore man's advice will make you rethink Are You Really Happy — Or Just Numb? In a culture that equates success with speed and fulfillment with consumption, Dr. Lustig's message is a call to pause — and question. Are you truly happy, or just comfortable? Are you finding peace, or merely escaping pain? You may not be addicted to a substance, but if the difference between a 'want' and a 'need' has blurred, it might be time to recalibrate. Because pleasure will always whisper — but happiness waits for those who listen more deeply.