Tuesday July 24, 2012
Brain Activity Linked To Consumption
Exeter, UK — Consumers’ brain activity levels following viewing images of food is a better predictor of how much they eat than are their conscious feelings of hunger, research has revealed.
Additionally, professors at several UK universities found that consumers who reported low self-control levels also had increased body mass indices (BMI) and increased brain activity after viewing food images. In comparison, consumers who said they had more self-control had lower BMI despite increased brain activity, the researchers claim.
Natalia Lawrence, lead researcher, says: “Our research suggests why some individuals are more likely to overeat and put on weight than others when confronted with frequent images of snacks and treats. Food images, such as those used in advertising, cause direct increases in activity in brain ‘reward areas’ in some individuals but not in others. If those individuals also struggle with self-control, which may be partly innate, they are more likely to be overweight.”