Volunteers were asked to give on the day of their favorite burger, pizza or chocolate cake, and then examined the brain by positron tomography.
At the same volunteers were asked first to talk about their favorite foods, and then showed their subjects, gave a sniff. And then try it.
Picture of the reaction of the brain in all of these stages was similar to the reaction of the brain cocaine lovers, when they think about their next dose, see, and finally accept it.
The high sensitivity of the relevant areas of the brain to the image of food may explain why advertising products so wags the spread of obesity among Americans, the researchers concluded.
At the same volunteers were asked first to talk about their favorite foods, and then showed their subjects, gave a sniff. And then try it.
Picture of the reaction of the brain in all of these stages was similar to the reaction of the brain cocaine lovers, when they think about their next dose, see, and finally accept it.
The high sensitivity of the relevant areas of the brain to the image of food may explain why advertising products so wags the spread of obesity among Americans, the researchers concluded.
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