Brain chemicals are chemical compounds that play an important role in the nervous system. Brain chemicals regulate communication between nerve cells and the functionality of the nervous system. These chemicals control the functioning of the nervous system by transmitting the stimulation of one neuron to other neurons or target cells. Today, the function of many chemicals in our nerves such as serotonin, noradrenaline (norepinephrine), dopamine, endorphins, oxytocin, vasopressin, acetylcholine, GABA, histamine is known. Of course, there are still mysteries about the reactions and pathways through which these chemicals work.
When our general behaviors are examined, our brain has a structure that tends towards pleasure and tries to avoid pain. In general, our state of happiness is basically based on these two elements. Pleasure brings happiness and pain reduces happiness. This reward/punishment mechanism is largely controlled by the hypothalamus region of our brain. Problems with our nerves and hormones can lead to a decrease in our happiness and therefore a disturbance in our psychological balance. Our brain releases a variety of hormones to control this, but if negative environmental conditions and problems within our body persist, our brain overworks to try to prevent this problem.
Each neurotransmitter has different functions. The chemical endorphin is known for its pain-relieving effects and can be produced during physical activity. Endorphins can also contribute to feelings of pleasure and happiness. Serotonin plays an important role in regulating emotional state. Imbalances in serotonin levels have been associated with mental health problems such as depression, anxiety and obsessive-compulsive disorder. Dopamine is involved in reward, motivation, pleasure and movement. Imbalances in dopamine levels can lead to problems such as schizophrenia, addiction and Parkinson’s disease. GABA (Gamma-Aminobutyric Acid) has an inhibitory effect on the nervous system and plays a role in reducing anxiety and stress. GABA imbalances can cause epilepsy and anxiety disorders.
Neuromarketing studies consumers’ decision-making processes to understand which products they prefer and why they prefer them. Brain chemicals come into play as part of these decision-making processes and influence the emotional and chemical responses which consumers feel when choosing a product or service. It seeks to understand the role of brain chemicals to increase brand loyalty, the number of customers and customer satisfaction. When the brand makes a positive impact on the consumer, chemicals associated with happiness, such as serotonin, are released and can thus increase customer loyalty.
We thank “The Sultans of the Net” for having an effect on the chemicals in our brains.
Reference
Psychologist Merve Altındağ
