Place hungry people inside an MRI and feed them different food items from tasty to no-so-tasty to find out what is happening to the human brain.
Spectroscopynow.com pointed to research results obtained by British Scientist at the University of Oxford which indicated that: “Fatty mixtures fired up an extra brain region called the cingulate cortex, which is tickled by other pleasurable experiences such as a caress, a perfumed scent or winning money.”
No wonder I fall prey to french fries!
For more info: http://www.spectroscopynow.com/Spy/basehtml/SpyH/1,1181,9-1-1-0-0-news_detail-0-3205,00.html