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by Simon Blyth (Author), Andrew Lawrence (Author)
Impatience Well, when you want something quickly but have no control over it being done, that's when anger can set in. Road rage is an extreme example of this.It's also about our expectations. Frustration sets in when we have expectations that aren't being met. When we expect someone to get right back to us or move to the slow lane and they don't, we get frustrated.With instant downloads, real-time messaging and tweets, next-day deliveries, and even fast-food, society's pace is quickening and with that so can our expectations. So there is an unwillingness to wait for something or someone and, the need to hurry isn't helped by the lives we lead. We live in a fast-paced society with personal devices and products that provide speed and instant gratification -not to mention the impact of social media and television also.Negative outcomes of consumerism, that have failed to gratify or have not been fulfilled, due to a lack of opportunity to satisfy, can be a reason for rising levels of impatience. That is because negative outcomes fail to satisfy sustained needs that have been generated through the introduction of limbic advertising. Unfortunately, impatience sets up levels of stress and, it has been argued has lead to a re-wiring of our brains.IsolationWell I guess if you are impatient with others they will shy away from you. Do this too often and there is a chance you may end up being alone. Technologies such as iPhones can take attention away from others who may be offended by this. This can lead to loss of friends and, over time, loneliness and self absorption develops even further.Getting caught up in 'the instant gratification trap' can make us totally susceptible to addictions, jealously, anger and impulsive behaviour. Such choices happen when the emotional part of our brain triumphs over the logical one and can lead to overwhelming stress and anxiety. And at the end-of-the-day for what - to gratify and soothe impatience at the risk of isolation. It's a question of do you want human relationships or do you want to be bonded to technology? That is you have a piece of technological hardware as a friend and others become isolated from you.Capitalism. The drive to strive for even greater profit margins is a reason why corporations employ advertising agencies to present their product in an inviting way. This, to feed possible 'new brand addictions' to the particular product generated from previous purchases. Advertisers and Captains of industry are aware of their markets, knowing that not will be attracted to their product and, those who are, may choose to defer purchase rather that seek the instant 'rewards' - the 'dopamine hit' acquisition can provide.RewardsWe all appreciate or desire rewards in our lives. There is a psychological need for them however big, small, or important or important they may be. As discovered dopamine is released when the brain is expecting a reward. It is the dopamine effect that can determine the goals a person has in life. Whether or not they set goals will vary amongst people. They may seek instant gratification or defer until a later date. However, rewards ultimately give pleasure and in part, satisfy particular needs experienced through being alive.Consumerism - durables are created to encourage consumption and are designed to attract consumers to upgrade which is necessary to maintain jobs and stimulate the market opportunities. Unfortunately recent developments to encourage consumerism have taken on more sinister characteristics in the form of limbic capitalism. Technologically advanced business systems encourage excessive consumption and addiction - they attempt to tap into our brains - what you might call dopamine hits Herein resides the root of addiction and the need for rewards in a time frame that is expected by the individual.
