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The chemical affecting 56% of consumer decision-making.

Dopamine makes consumers feel good anticipating a reward.

It does so by transferring messages via electrical signals between neurons.

Dopamine makes us feel happy - an emotion. The cause is anticipation of a reward. Which means that any product which will create this anticipation will make the user addicted to the product.

Dopamine spikes are the sharpest when the probability of a reward is 50%. David Ogilvy said that companies are in the businesses of selling dreams.

In dopamine terms, if the promised dream has a 50℅ probability of coming true, then your dopamine spikes are the sharpest.

Joanna Weibe of CopyHackers says - "Take your users to the promised land".

The lure of the promised land causes a dopamine spike.

Your copy should take your user and guide him to the promised land.

This is also in line with the principles of behavioral science where purchasing behaviour is dominated by emotions not logic.

Your product should make him feel. Not think.

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