Everyday human behavior is guided and shaped by the search for rewards. This includes eating tasty meals, drinking something refreshing, sexual activity and nurturing children. Many of these behaviors are needed for survival. But in some instances, this search for rewards can pose a significant threat to survival.
People rely on memories of rewards to function and survive. Associated with positive experiences, these memories provide context for evaluating present and future choices. For example, if foods high in sugar are associated with a positive experience, this can reinforce the behavior of eating the food that provided the reward. Similarly, a flavorful meal at a specific restaurant increases the likelihood you’ll become a returning costumer.
