Satisfaction and Intention to Buy a Product Based on DOSE Information

Dopamine, oxytocin, serotonin, and endorphins (DOSE) are a collection of neurotransmitters often represented in media as uniquely responsible for health, happiness, and well-being. Very often, these statements uncritically create overly-simplistic relationships between neurotransmitter release and psychological constructs of pleasure, joy, love, and happiness. There is evidence of a "seductive allure" of neuroscience, such that explanations of mental states or behavioral phenomena are rated more satisfactory if they contain irrelevant references to brain activity. However, some studies find this effect to be weak or non-existent. We propose that, due to its ubiquity, DOSE information may be not only more satisfying, but more persuasive to change behavior. Furthermore, we seek to identify subpopulations that may be more susceptible to such information, especially those with familiarity with the DOSE substances, or for whom media reports of these neurotransmitters may be more salient.