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Sell high calorie foods in plain packaging to beat obesity, says Brain Prize winner | Science | The Guardian Peter Dayan, Ray Dolan and Wolfram Schultz share €1m neuroscience prize for work unravelling the brain’s reward system Selling high calorie foods in plain packaging could help in the battle against obesity according to a leading researcher who has won a share of the most lucrative prize in neuroscience for his work on the brain’s reward system. The colourful wrapping and attractive advertising of calorie-rich foods encourage people to buy items that put them at risk of overeating and becoming obese in the future, said Wolfram Schultz, a professor of neuroscience at the University of Cambridge. “We should not advertise, propagate or encourage the unnecessary ingestion of calories,” [ ... dopamine is released in anticipation of a reward, not just consumption of reward, thus seeing comfort food packaging and buying it, releases dopamine = walking into today's supermarket is dopamine rush for some, a high, irresistible, can not stop themselves from buying them 50/50 sugar/fat combos! ]
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march 2017 by asterisk2a

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