London: Scientists have discovered why some people just can't resist food.
They used scans to show the reward centres in some people's brains are particularly sensitive to food advertising and product packaging.
Greater stimulation of this area by food images is likely to encourage over-eating, and obesity.
The Medical Research Council’s Cognition and Brain Sciences Unit carried out the study, published in the Journal of Neuroscience.
This helps explain why some individuals are more vulnerable to developing certain disorders like binge eating.
After testing, the study participants completed a questionnaire that assessed their general desire to pursue rewarding items or goals.
The results showed that the participant's scores on the reward sensitivity questionnaire predicted the extent to which the appetizing food images activated their brain's reward network.
"Previous studies in this area have assumed that brain activation patterns are similar in all healthy individuals," lead researcher Dr John Beaver said.
However, the new findings demonstrate that, even in healthy individuals, some people's brain reward centres are more sensitive to appetizing food cues.
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