The article explores why people keep purchasing books they don’t read and the psychological reasons behind this behavior.It introduces the concept of 'tsundoku,' a Japanese term for accumulating unread books, which is linked to dopamine release in the brain.

The piece explains how anticipation of reading creates a reward pathway, with the hippocampus playing a key role in imagining future reading experiences.Unread books are framed as future rewards, contrasting with obligations like unanswered emails.

The article highlights how physical bookstores enhance this experience through sensory engagement, making the act of buying books feel pleasurable even before reading.

It concludes that this behavior reflects the brain’s ability to derive joy from anticipated experiences, offering insights into human motivation and well-being.