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Are We HARD-WIRED For Junk? (from prehistoric times)

By Kevin DiDonato MS, CES--Level 1 Certified Precision Nutrition and Certified Personal Trainer


Most people know – and understand – that snacking may be an important factor in losing weight.

But, there’s a catch:

Many people tend to grab the nearest thing handy – most cases a bag of potato chips, candy bar, or some other form of junk food…

Not because it’s there, but because your brain is telling you to eat it!

That’s right!  Most people feel that when they cave into a craving, they’re weak…or they can’t handle the diet…

But now researchers show that your brain - like it or not - may have a lot to do with your food choices!

Check it out…

Your Brain and Food Choices

Your brain controls pretty much every aspect of your body.

When it is “hungry” (meaning the glucose level is low in the brain), it sends a signal to your body – in the form of intense cravings – letting you know you need to eat something.

And this may be good – or very bad – for your weight loss attempts.

You see, most people know that in order to lose fat you need to eat the right type of foods (i.e. fruits, vegetables, lean proteins, nuts, that sort of thing).

However, your brain – your center for all bodily activities – may lend a hand in helping you choose the foods you eat.

You see, it may know – without you looking at the label – what foods are packed with calories and able to deliver the most nutrients for survival.

It’s actually pretty scary when you think about it!

So how did researchers stumble upon these findings?

Well, they were looking to understand just how important food choices were on the rapid increase in obesity statistics around the world.

Here’s what they did:

They took healthy individuals and showed them pictures of food.  The participants were asked to “bid” on the food items they most wanted, while brain activity was measured.

Without looking at labels to understand calorie content, researchers found that items with TRUE caloric content (your junk foods) predicted how much people would pay for that particular food item.

Simply put, the higher the calories that were in the food increased the bid in the study subjects.

The reason: When pictures of higher calorie foods were shown, the ventromedial prefrontal cortex lit up like a Christmas tree.

The ventromedial prefrontal cortex is a brain area that encodes the value of stimuli and predicts immediate consumption.

And…

“That same region exhibited functional connectivity with an appetitive brain network, and this connectivity was modulated by willingness to pay.”

Simply put, when a higher caloric food was shown, the brain activity increased an area of the brain that controls appetite, therefore increasing the subject’s willingness to pay for that higher calorie food.

They concluded: “This suggests that the reward value of a familiar food is dependent on implicit knowledge of its caloric content.”

Take Home Message

Cravings can be unruly.

They can sabotage any good fat loss program!  And guess what? 

A new study shows that when you crave unhealthy food – like chips, chocolate, or cakes – it could be your brain controlling your decision.

Researchers have discovered that – without nutrient labels – your brain may activate certain areas of the brain that control appetite, stimulus, and immediate consumption.

And when this happens, it may make it harder to fight off those cravings.

Well, that is unless you eat right, eat frequently throughout the day, and limit your intake of processed and refined sugar.

This could not only reduce your unruly cravings, but it could boost your overall fat loss results!

 

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References:

Tang DW, Fellows LK, Dagher A.  Behavioral and Neural Valuation of Foods Is Driven by Implicit Knowledge of Caloric Content.  Psychological Science.  2014 Oct 10.