A feeling of smilyness that has nothing to do with reality

Ramsey Naja is CCO at JWT MEA

“As we all know, it takes more muscles to frown than to smile. What we know less is that either action is central to something called biofeedback, which can be summarised as an effortless way to cheer up a grumpy girlfriend without recourse to shopping. You see, biofeedback, at its most basic level, involves the zygomaticus – the cheek muscle that controls your smile. Its theory states that, if you were to pull that zygomaticus deliberately and force yourself to smile, you would confuse your brain enough to think that, hey, taxi, I am lagging behind, and promptly release the hormones associated with a happy state of mind  that would normally have caused the