When you’re told to not think about a white bear, what do you think of?

A white bear, perhaps?

This is the example given in a video by Asap Science, explaining why we do things we’re not supposed to.

It asks:

Have you ever been told you could have something, only to realise it made you want it more, when in the first place you never really wanted it?

The video explains that this phenomenon has occurred throughout history: the attempted banning of books often makes them more successful , such as The Great Gatsby and Catcher in the Rye. It says:

Impulse comes from perception we’re losing our freedom

Our curiosity is a powerful force, the video explains, and when we disobey rules it releases dopamine which creates positive reinforcement.

Here’s the full video, although you’re really not supposed to watch it.

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