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Research Scans Explain Why People Crave For Food

le were constantly viewing images of appetizing food through television advertising, vending machines, or product packaging that were shown to promote sales.

Dr Beaver stated that the findings might also have broader implications for understanding vulnerability to multiple forms of addiction and compulsive behaviours. He explained that the research demonstrates how the person’s reward sensitivity may also relate to their vulnerability to substance abuse, and that the brain network they have identified is a hyper-responsive to drug cues in addicts.

Dr Ian Campbell, an expert in obesity from Nottingham and medical director of the charity Weight Concern, said appetite control was notoriously difficult and most dieters regularly fail to control their food intake. This research he said shows that it's not simply an explanation of loss of will power or greed but much more complicated.

He explained that it is an involuntary exaggerated neuropsychological response to pictures of desirable food presented through clever advertising that makes it incredibly difficult for some affected individuals to resist. He felt that this clearly shows that while individuals must retain a responsibility to do their best to control their intake of high fat high sugar foods this responsibility must be shared by the food manufacturers and advertisers. He said that it is important need to move away from a position of simply blaming patients to one of greater understanding, and support.
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