The document discusses two feedback systems in the brain - the hedonic feedback system related to pain and pleasure, and the attentional feedback system related to boredom and excitement. It proposes that these systems interact, with the hedonic system generating preferences and values unconsciously in the background. Experiments show emotions and unconscious processing play a role in decision making, and that intense feelings can become boring over time as the attentional system loses its memory trace of them.

1. Customer loyalty: a case study

2. BAYER From 1898 through to 1910 Bayer marketed a “non-addictive morphine substitute” and “cough medicine” for children.

3. BAYER From 1898 through to 1910 Bayer marketed a “non-addictive morphine substitute” and “cough medicine” for children.

4. “ That will keep them coming”

5. And with this, we conclude our case study on customer loyalty.

6. Let’s briefly review of the course, and have a first thesis proposal

11. The Capyblanca Project

27. But I think we all serve two masters

31. They usually go together Heroin Boredom, expected events, nothing new Excitement, unexpected change or anticipation of change Pain Pleasure Child playing on power outlet “Blind driving” Girl feasting on box of ice cream Sinus

32. But sometimes intense feelings become boring

40. If, sometimes, intense feelings become boring, what does this mean? That there are two feedback systems.

41. What do scientific experiments show?

45. Experimenting with electrodes

55. What do pain & pleasure feel like? (System shutdown; global update)

56. To be executed Previously executed CODERACK

64. And the reasons?

65. Who needs reasons when you’ve got a button linked to the pleasure center of the brain?