When an animal is looking for something that increases its chances of survival and reproduction (e.g. food, partners or social status), the brain produces sensations of alertness and excitement, which drive the animal to make even greater efforts because they are so very agreeable. In a famous experiment scientists connected electrodes to the brains of several rats, enabling the animals to create sensations of excitement simply by pressing a pedal. When the rats were given a choice between tasty food and pressing the pedal, they preferred the pedal (much like kids preferring to play video games rather than come down to dinner). The rats pressed the pedal again and again, until they collapsed from hunger and exhaustion
Yuval Noah Harari
freedom, pleasure