Super Stimulated: Why We Cant Resist Bad Habits and The Science of How to Break Free

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Why can't we resist doom scrolling on our phones Why do we struggle to avoid sugary snacks Why do we let Netflix play yet another episode

We feel powerless to resist the pull of these addictive behaviours, despite knowing they're not good for us. But this lack of control isn't because we are weak - it's because of superstimuli.

Superstimuli: behaviours, objects and social cues that are exaggerated versions of things we have evolved to want and need. This hard-wired evolutionary response is why we lust after airbrushed people online who outshine any real sex partner, binge on unnatural ultra processed food and dive deeper and deeper into the unreality of social media.

In Super Stimulated, international bestselling author and scientist Nicklas Brendborg shows how our biological response to these superstimuli is being manipulated by powerful companies in ways that damage our health and ultimately shorten our lifespans. With startling statistics and fascinating examples from the animal world, he unveils how we can resist this hijacking of our natural instincts, recognise superstimulus traps, and take control of our bad habits to live longer, healthier lives.

Author Bio

Nicklas Brendborg (1995) is a Danish scientist and author. His international bestseller Jellyfish Age Backwards, has been translated to more than 25 languages and was shortlisted for the Royal Society Science Book Prize. Brendborg holds a master's degree in biotechnology from the University of Copenhagen and is now a PhD student in molecular biology. He has been recognized by, among others, the Novo Nordisk International Talent Program and the Novo Nordisk Scholarship Program. The second book in his series of popular science books about longevity, Super Stimulated (Vanedyr) was a bestseller in Denmark in 2023.