With drugs, over time, addicts feel less and less pleasure, though they crave more and more. This effect has been linked to a lowered density of specific versions of cellular receptors for the brain chemical dopamine. It’s as if constant stimulation has blunted the ability to enjoy.
When researchers Kyle S. Burger and Eric Stice, of the Oregon Research Institute, fed kids real chocolate milkshakes (made with Häagen Dazs) while the kids’ brains were being scanned, they found a similar effect…
“Over consumption of these foods down regulates reward processes,” he explained. “That may, in turn, make you eat more,” in an effort to feel the same pleasure you once did. “You could be continually tying to match the earlier experience,” he said, taking bigger and bigger portions, and gaining more and more weight.
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