Now this is the neurological goldmine, if you like, because a known reward excites people, but what really gets them going is the uncertain reward, the reward pitched at the right level of uncertainty, that they didn't quite know whether they were going to get it or not.
Nu er dette en neurologisk guldmine, om man vil, fordi en kendt belønning begejstrer folk, men det der virkelig får dem op at stå er den usikre belønning, belønningen der ligger på det rigtige usikkerhedsniveau, så de ikke helt ved om de vil gå efter den eller ikke.