Neuroscience studies suggest that when consumers think about enjoying some of their favorite foods, their brains are comparatively less active than when they actually eat the food.

Question

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Neuroscience studies have suggested that brain activity increases when consumers think about enjoying their favorite foods, and even more so when they actually eat the food. This heightened brain activity is associated with increased pleasure and reward, which can contribute to overeating and unhealthy food choices.

Neuroscience Studies Suggest That When Consumers Think About Enjoying Some