Brain study shows how junk food tempts us

Brain study shows how junk food tempts us

Washington: Food hijacked David Kessler’s brain. Not apples or carrots. The scientist who once led the government’s attack on addictive cigarettes can’t wander through part of San Francisco without craving a local shop’s chocolate-covered pretzels. Stop at one cookie? Rarely.
It’s not an addiction but it’s similar, and he’s far from alone. Kessler’s research suggests millions share what he calls “conditioned hypereating” — a willpower-sapping drive to eat highfat, high-sugar foods even when they’re not hungry. In a book being published next week, the former Food and Drug Administration chief brings to consumers the disturbing conclusion of numerous brain studies: Some people really do have a harder time resisting bad foods. “The food industry has figured out what works. They know what drives people to keep on eating,” Kessler said. “It’s the next great public health campaign, of changing how we view food, and the food industry has to be part of it.”
He calls the culprits foods “layered and loaded” with combinations of fat, sugar and salt — and often so processed that you don’t even have to chew much.
Overeaters must take responsibility, too, and basically retrain their brains to resist the lure, he cautions. “I have suits in every size,” Kessler writes in ‘The End of Overeating’. But, “once you know what’s driving your behavior, you can put steps into place” to change it.
Neuroscientists increasingly report that fat-and-sugar combinations in particular light up the brain’s dopamine pathway, the same pathway that conditions people to alcohol or drugs. Where did you experience the yum factor? That’s the cue, sparking the brain to say, “I want that again!” as you drive by a restaurant or plop before the TV.

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