Image by DesignDraw DesignDrawArtes from Pixabay

A groundbreaking study conducted by researchers at the University of Kent has shed light on the neural mechanisms underlying food cravings, particularly for high-calorie foods. The research suggests that our brains are wired to pay more attention to images of calorie-dense foods, potentially contributing to overeating and weight gain.

The study challenged the common notion that repeated exposure to a stimulus, such as unhealthy food, can lead to habituation, reducing its appeal over time. Researchers used EEG technology to monitor brain activity as participants were repeatedly shown images of high-calorie, low-calorie, and non-food items.

The findings revealed that, regardless of BMI, brain signals associated with attention and motivation remained elevated when participants were exposed to images of high-calorie foods like pizza. This persistent neural response indicates that our brains may be less likely to habituate to the allure of high-calorie foods.

These insights have significant implications for understanding and addressing overeating and obesity. By reducing exposure to high-calorie food imagery and promoting healthier dietary choices, it may be possible to mitigate the powerful influence of food cravings on our behaviour.

Researcher, Dr Palaniappan Ramaswamy said:

‘Our findings suggest that an individual’s brain shows more attention towards food images for a longer time irrespective of whether they are overweight or not. For those in the high BMI group, this could mean they are more likely to keep on gaining weight, whilst those in the low BMI group are at risk of becoming overweight/obese in the future. 

Research student, Aruna Duraisingam , added:

‘This indicates that interventions focusing on swapping the variety of high-calorie foods for healthful low-calorie foods could encourage people to eat more of the latter, which in turn would increase their satiety and reduce their calorie consumption. Reducing cues for high-calorie items in our environment would minimise the need for repeated acts of self-control when choosing healthier options and could offer straightforward environmental strategies for weight control.’ 

Aruna DuraisingamDr Daniel Soria and Dr Palaniappan Ramaswamy presented their findings at the 5th International Conference on Data Intelligence and Cognitive Informatics in Tirunelveli, India on 18 November.

©2024 Hawkinge Gazette       -       The Hawkinge Gazette is not responsible for the content of external sites