Coke, the unhidden addiction? Scientist probe Coke(R) addition in 27 adolescents Eric Stice and Kyle S. Burger from the Oregon Research institute used functional MRI analysis to assess the neural response to carbonated soft drink intake, as well as the anticipated intake and advertisement exposure during milk-shake ingestion in 27 adolescents that varied with respect to their soft drink consumer status and what they found is intruiging: * it was enough just to anticipate a delicious *ahm* ice-cold coke to activate regions implicated in gustatory, oral somatosensory, and reward processing * compared to the sugar and fat-laden milk shake the coke did however elicit a much lower activation in these regions. * Habitual Coke consumers vs. non-consumers showed greater posterior cingulate responsivity to Coke logo ads, suggesting that the logo is a conditioned cue. "Results indicate that soft drinks activate reward and gustatory regions, but are less potent in activating these regions than high-fat/sugar beverages, and imply that habitual soft drink intake promotes hyper-responsivity of regions encoding salience/attention toward brand specific cues and hypo-responsivity of inhibitory regions while anticipating intake." I guess this would be a "marketing" award for the Coca Cola company :-() suppversity
Posted on: Sun, 21 Jul 2013 04:48:23 +0000
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