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OUR brains are to blame when we focus on sausage rolls at the buffet, say the scientists.
A field called the ventral pallidum is linked to reward and pleasure – and goes off almost immediately, we see a tasty treat among a selection of foods.
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Researchers hope this discovery can help us make healthier choices.
Team leader David Ottenheimer said, "We have found a region of the brain that reflects our perception of food in an extremely dominant way. The level of brain activity observed far exceeded our expectations.
"Further study of the ventral pallidum will be essential to understanding how we make decisions about food. If we want to understand why one food may be exciting in one scenario and disappointing in another, the ventral pallidum might be the key. "
American neuroscientists at Johns Hopkins University in Baltimore, Maryland, wanted to know how the brain determines what and how much to eat.
They found that the process was not only fast, but that the favorite dish was probably consumed faster and with larger bites. Their experiments focused on giving rats the choice between two sweet drinks – their favorite sucrose or a less popular sweetener.
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Sensors showed that ventral pallidums were lit for sucrose treatment.
But they faded and triggered a slower licking, as soon as the rats realized that they were offered the alternative. The results were published in Nature Communications.
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