“Open Happiness,” Coca-Cola, 186–87
opiates, 24, 45–59, 75, 87, 112–13, 114, 115, 155, 160–63, 194, 208, 224, 282
See also specific opiates
opium, 82, 85, 86
O’Reilly, William F. B., 80
oxycodone (OxyContin), 56, 75, 162
oxytocin, 36–37, 103
Pacino, Al, 141
pain avoidance, happiness, 23, 160, 198
Palmer, Robert, 39
Parkinson’s disease, 79, 227
Pemberton, John, 81–83
penguins and happiness, 103
people, rights of the, 181–83
Pepsi vs. SAP 500, 276
perception is truth, 223–24
PFC. See prefrontal cortex
phenylalanine, 104, 123, 125, 146
philanthropy, 248–49
Philipsen, Dirk, 170
physiological withdrawal, 74–75
pituitary, 62–63
pleasure
defined, 8–9, 18, 24
Four Cs of Contentment, 221, 222, 224, 226, 236, 238, 251, 267, 281, 282, 284–86
hacking of the American mind, 1, 2, 4–5, 6, 7, 8, 10, 11, 12, 13, 151–52, 155, 157, 159, 166, 167–68, 181, 186, 188, 189, 190, 194, 198, 210
happiness vs., 2, 7, 8, 9–11, 12, 18, 19, 20, 21, 23–24, 25, 40–41, 221, 282–86
neuroscience, 29, 33, 34–35, 37, 41
serotonin and, 103, 130, 131, 136
See also addiction; hacking of the American mind; reward
Pollan, Michael, 115
portion sizes, redefining, 278
poultry, 104, 124
Powell, Lewis F., Jr., 177–81, 182, 199
prebiotics and probiotics, 131
prefrontal cortex (PFC)
dopamine-cortisol-serotonin connection, 143, 145
Four Cs of Contentment, 226, 228, 229, 232, 234, 241, 243, 245, 246, 248–49, 251–52, 255, 256, 257, 258, 259, 264, 270
hacking of the American mind, 175, 181, 190, 194, 210
neuroscience, 27, 29, 29, 30, 30, 31, 31–32, 37, 71
reward and, 50
serotonin and, 100, 114, 118, 129
stress and, 63–64, 65–66, 67, 68
See also Cricket, Jiminy (character); neuroscience
pregnancy, 135
preservative, sugar as, 270
preventive health care, 201, 207, 211–12, 213, 214–15
price elasticity index for foods, 199–200
price theory, 199
Prince, 160
procedure-driven health care, 213
processed food
addiction and, 87–89
cooking vs., 222–23, 279–80, 281
dopamine-cortisol-serotonin connection, 146, 147, 147
Four Cs of Contentment, 235, 266, 268, 269, 271, 274–75, 276, 277, 278, 279, 280
hacking of the American mind, 183, 184, 187, 201
neuroscience, 33–34
reward and, 50
serotonin and, 125–26, 127, 130, 136
See also food industry; hacking of the American mind; sugar
Prohibition, 85–86
propaganda, 190
property management, contribution, 246–47
Prosperity.com, 171
Prosperity Index, 170, 172
psilocybin, 109, 110, 110, 116, 118, 120, 140
psychedelics, 105, 109–21, 138, 140, 223, 224
psychopharmacology, 98
Public Service Commission, Central Hudson Gas & Electric Corp. v., 180–81
purification of addiction, 84–93
rapid eye movement (REM), 123–24
rat studies, 11, 26, 35, 37, 57, 64, 88, 90, 103, 135, 143, 145
Reagan, Nancy, 76
Reagan, Ronald, 99, 113, 179, 199
recreational drugs, 55–56, 85
See also specific drugs
redrawing lines of engagement, 217–18
refined carbohydrates, 128, 130
reincarnation, 20
Reiser, Sheldon, 184
rejection, fear of, 230–31
religion, 19–20, 224–27
retarded depression, 98–99, 99
addiction and, 25, 46
contentment vs., 2, 7, 8, 9–11, 12, 18, 23–24, 40–41, 221, 282–86
defined, 8–9, 18, 24
depression and, 51, 55
dopamine and, 10–11, 12, 13, 24, 29, 32, 36, 37, 221
Four Cs of Contentment, 228
obesity and, 49, 49–50, 54
pathway, 10–11, 12, 13, 18, 24, 28–30, 29, 32, 36, 37, 46–51, 151–52, 221, 222
prefrontal cortex and, 50
processed food and, 50
sugar and, 50, 57
survival of the species, 37, 38, 46
See also consummation; dopamine; hacking of the American mind; limbic system; motivation; neuroscience; pleasure; seeking behaviors; stress
reward-based eating, 272–75, 283–84
Reward-Based Eating Drive (RED), 272, 273
rights of the people, 181–83
rimonabant, 32–35, 133
Rogers, Will, 180
Roosevelt, Franklin, 86, 176–77
Roosevelt, Teddy, 176
Ross, Stephen, 116
runner’s high, 56, 263
Russian hack of 2016 presidential election, 3, 4
Sachs, Jeffrey, 171–72
Sacks, Oliver, 79
salt, 72, 187–88, 271, 275
Samuelson, Robert J., 156
Sandefur, Thomas, 76
Satisfaction with Life (SWL) index, 193–94
Scarface (movie), 141
Schedule I drugs, 85, 114
Schedule II drugs, 120, 161
schizophrenics, 51, 53, 98, 99, 227
Scott, Willard, 215
Second Treatise on Civil Government (Locke), 157
seeking behaviors, 13, 34, 45–46, 47, 64, 65, 104, 140, 209, 210, 231, 236, 251, 286
See also reward
Segal, Erich, 38–39
selective serotonin reuptake inhibitors (SSRIs), 13, 97–98, 99, 100, 106, 107, 108, 117, 124, 125, 133, 135, 138, 139, 146, 163, 164, 245, 263
See also serotonin
self-help books, 21
self-inflicted misery, 137–47, 225, 282–83
self-worth, 238, 239–41
Seligman, Martin, 22
Serageldin, Kareem, 182
serotonin, 97–136
addiction and, 97, 112–13, 115, 117, 119, 120, 129–30, 131
alcohol and, 112, 117, 119
anxiety and, 100, 105, 107, 112, 115, 116, 117, 129, 134–35
contentment and, 8, 10–11, 12, 13, 18, 30, 30, 32, 36, 37, 40, 41
depression and, 98–100, 99, 101, 103–4, 105, 107, 108, 116, 117–18, 123, 124, 125, 127–28, 129, 130, 131, 134–35, 136
dopamine-cortisol-serotonin connection, 137–47, 225, 282–83
dopamine vs., 100–102, 102, 104, 105, 107, 108, 120, 129, 138, 139–40, 146, 157, 159, 166, 221, 223–24, 227
Four Cs of Contentment, 226–27, 228, 243, 244–45, 246, 249, 251, 252, 258, 281
hacking of the American mind, 175, 182, 197
metabolic syndrome and, 127–30, 131
obesity and, 127, 128, 131
pleasure and, 103, 130, 131, 136
prefrontal cortex and, 100, 114, 118, 129
processed food and, 125–26, 127, 130, 136
psychedelics, 105, 109–21, 138, 140, 223, 224
sleep and, 99, 123–25, 144–45
stress and, 37
sugar and, 103, 124, 127, 135, 187, 201–3
See also contentment; dorsal raphe nucleus; selective serotonin reuptake inhibitors; tryptophan
serotonin-1a receptor, 105, 110, 111, 117–18, 119, 121, 122, 138–40, 141, 143, 144, 147, 147, 223, 226–27, 251
serotonin-2a receptor, 110, 111, 118, 119, 120, 121, 223–24
serotonin syndrome, 107–8
sex, 10, 11, 33, 35, 36, 37, 40–41, 45, 46, 47, 56, 76, 80, 103, 141, 144, 191
Shaw, George Bernard, 137
Sherman Anti-Trust Act, 176
SHINE study, 272, 273
sick care, health care, 206, 207–8, 212–15
Silent Spring (Carson), 177
Simpson, Wallis, 166
Sinclair, Upton, 176
slaves, 157, 158
sleep, 252–55
addiction and, 72
dopamine-cortisol-serotonin connection, 137, 140, 141, 144–45, 147, 147
Four Cs of Contentment, 242, 246, 250, 252–55, 256, 257, 258, 265, 280
hacking of the American mind, 188, 193, 194, 209
serotonin and, 99, 123–25, 144–45
stress and, 66–67
sugar and, 145
smoking, 5, 61, 76, 79, 80, 140, 178, 202, 206–7, 208, 209–10
See also nicotine; tobacco
Snapchat, 2, 196, 198, 235, 255
snowball effect, 74
social media, 195–98
social network, 227–28, 231–35
Social Security, 202, 205–7
soda, 81, 82, 83, 92, 124, 128, 188, 200, 203, 238, 268, 270, 271–72, 274, 275, 276, 277–79
See also sugar-sweetened beverages
solitude and personal growth, 235
S&P 500, 276
special interests (lobbyists), 184–85
spite vs. altruism, 243–45
Star Wars missile defense system, 179
steroids, 160
Stevenson, Betsey, 172
Stewart, Jimmy, 181
Stice, Eric, 53, 88
Stiglitz, Joseph, 182
Stoicism, 19
strategies that sell, marketing, 25, 190–92
stress, 13, 60–68
addiction and, 65
cortisol and, 60, 61–62, 67, 142–44, 263
depression and, 61, 63
dopamine and, 49, 49, 58, 59, 64, 65, 66, 67, 68, 143
dopamine-cortisol-serotonin connection, 142–44, 147, 147, 225
eating and, 272
obesity and, 65, 66, 67, 68
prefrontal cortex and, 63–64, 65–66, 67, 68
serotonin and, 37
sleep and, 66–67
sugar and, 66
See also anxiety; cortisol; reward, pathway
stress-fear-memory pathway, 30–31, 31, 222
See also limbic system
subcutaneous (big butt) fat, 261, 271
subjective well-being, 172
sublime science of serotonin, 103–6
Suboxone, 162–63
substances, addiction, 76, 77–79
substantia nigra (SN), 79
sugar
addiction and, 72, 80, 82, 83, 84, 87–89, 89–92, 202, 282
depression and, 129, 130, 131
dopamine and, 87, 88–89, 184, 187
dopamine-cortisol-serotonin connection, 137, 147, 147
Four Cs of Contentment, 235, 239, 267–77, 278, 279, 283–84, 284
hacking of the American mind, 6, 9, 159, 183–84, 187, 200, 201, 202, 215, 216, 217, 284
metabolic syndrome and, 127, 128, 129–30, 131
reward and, 50, 57
reward-based eating, 272–75, 283–84
serotonin and, 103, 124, 127, 135, 187, 201–3
sleep and, 145
stress and, 66
winning the battle against, 275–77
See also addiction; food industry; fructose; hacking of the American mind; happiness; high-fructose corn syrup; processed food
sugar-sweetened beverages, 145, 216, 270, 271–72, 277–78
See also soda
suicide, 33, 34, 35, 103, 107, 108, 122, 134, 143, 144, 145, 155, 181, 195, 209, 272
Sullivan, Andrew, 257
Sumerians and opium, 85
Supplemental Nutrition Assistance Program (SNAP, food stamps), 216
survival of the species, reward, 37, 38, 46
Sydnor, Eugene, 178, 179
sympathetic nervous system (SNS), 31, 62
synthesis (regulation mode, dopamine and serotonin), 51–52, 52, 104
TaqA1 allelic variation, 53
taxes, paying for health care, 205, 214
taxes on sugar, 276
Teapot Dome bribery case, 176
temperament, 106–8
terms of endearment, happiness, 18–19
Terms of Endearment (McMurtry), 39
terrorism, 153
Terry, Luther, 206
testosterone, 26, 35, 36, 198
tetrahydrocannabinol (THC), 33, 133–34, 164
texting, 192, 196
thin on the outside, fat on the inside (TOFI), 127–28
Thomas Jefferson vs. George Mason vs. the pursuit of property, 155–59
Thompson, Don, 187, 276
tobacco, 6, 25, 76, 117, 119, 159, 178, 180, 201, 202, 209, 226, 277
See also nicotine; smoking
Today Show (TV show), 188–89, 215
tolerance, 7, 70, 72, 73, 74, 75, 76, 77, 78, 79, 93, 112, 120, 138, 141, 168, 257, 272
See also addiction
Tolstoy, Leo, 285–86
Tovar, Juan Lozano, 207
“Tragedy of the Commons,” 210–12
Triangle Shirtwaist Factory fire, 176
“trickle-down” personal well-being, 224
trigger, marketing, 191
trimming and pruning, brain, 71–73
“Trip Treatment, The” (Pollan), 115
tryptamine, 110, 118, 119, 120
tryptophan, 102, 102, 104–5, 122–23, 124, 125, 126, 132, 135–36, 137–38, 140, 146, 199, 238, 244–45, 274–75
See also happiness; serotonin
tuberculosis (TB), 98
Turkle, Sherry, 232, 235
Turner, Tina, 36
Twenty-First Amendment, 86
twins, studies, 223, 262
type 2 diabetes, 1, 92, 126, 127, 128, 129, 155, 159, 207, 267, 284
tyrosine, 51, 52, 52, 104, 123, 125, 146
UK Million Women Study, 209–10
Ultimatum Game, 244–45, 246
Unilever, 191
Unsafe at Any Speed (Nader), 177
U.S. Supreme Court, 175, 177, 178, 179–80, 181, 183, 185, 221–22
utilitarianism, 23
Va. State Pharmacy Board v. Va. Citizens Consumer Council, 179
Val158Val genotype, 49, 49, 50
Valeo, Buckley v., 179–80, 185
van der Velpen, Paul, 202
variable reward, marketing, 191–92
ventral tegmental area (VTA), 29, 29, 41, 48, 50, 51, 52, 57, 59, 64, 70, 73, 74, 100
See also dopamine
very-low-density lipoproteins (VLDL), 127
video games, 93, 192, 194, 196, 232
Virginia Declaration of Rights, 157, 158
visceral (big belly) fat, 261, 262, 263, 264, 271
voice command recognition, 257–58
volunteerism, 243, 244, 247–48
voting with dollars, 179–80, 185
Wall Street traders, 198–99
War and Peace (Tolstoy), 285–86
“white hat” hacking, 3
“Why I Want to D
ie at 75” (Emanuel), 211, 215
Wiencek, Henry, 158
Wigand, Jeffrey, 6
Wilder, Gene, 102
Williams, Pharrell, 188
Wilson, Carnie, 81
windfall profits, 237–38
Winehouse, Amy, 160
winning the battle against sugar, 275–77
withdrawal, 74–75, 76, 77, 78, 79, 91, 112, 120, 162, 168, 194, 234–35
See also addiction
Wolfers, Justin, 172
Wolin, Sheldon, 185
Woodstock, 114
World War II, 88, 177, 178
Yamnaya people and cannabis, 85
Yeats, John Butler and William Butler, 1, 2, 24
Young, Robert, 165
YouTube, 39, 188
Yudkin, John, 184
Zeno, 19
Zuckerberg, Mark, 231
ABOUT THE AUTHOR
© Francisco Aravena
Robert H. Lustig, MD, MSL, is a professor of pediatrics in the Division of Endocrinology and a member of the Institute for Health Policy Studies at the University of California, San Francisco. He is also the chief science officer of EatREAL, a nonprofit dedicated to reversing childhood obesity and type 2 diabetes. Lustig consults for several childhood obesity advocacy groups and government agencies. His books include the New York Times bestseller Fat Chance, The Fat Chance Cookbook, and Sugar Has 56 Names: A Shopper’s Guide.
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