How to conquer chocolate cravings
Conquer chocolate overload: Out of sight, out of mind
Because the mere sight of chocolate caused changes in an area of the brain associated with reward, the researchers believe that dieters may be able to cut down on the intake of the sweet stuff by simply keeping it out of view.
"This should lead to -- and is leading to -- other studies on how the brain reacts to different kinds of food, and one would hope that we can learn something that can help us deal with obesity," says Jones-Gotman. She, and fellow neuroscientists from the Montreal Neurological Institute, conducted a study that measured chocolate eaters' brain activity to uncover how the body becomes addicted.
Their findings, which were published in the September 2001 issue of the journal Brain, also revealed information about how the brain responds when study participants continued to eat beyond satiety, which could lead to further research into overeating in people with certain eating disorders.
Brain power can lead to healthier choices
The greater brain activity with sight and consumption of chocolate may also mean, according to Rolls and McCabe, that there has been a certain amount of learning; increased activity to the mere picture is a conditioned response, whereas chocolate in the mouth is a direct reward.
"We should be able to condition people to eat healthier foods," says Jones-Gotman, adding with a smile, "I do think people can learn to have the brain 'popping off' in great excitement to good broccoli and fabulous salads."
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