New research challenges the body knows what it needs theory. What the siren call of that cupcake really means—and how to ignore it.
A cupcake is calling you.
Functional MRI scans showed that sensory memory food cravings activate the same parts of the brain that drug and alcohol cravings do, including the hippocampus, which helps store memories; the insula, involved in perception and emotion; and the caudate, which is important for learning and memory. The circuit is driven by dopamine, the neurotransmitter responsible for reward-driven learning.