April, 2010
"Researchers in Houston, TX working within NASA's abundance of laboratories have released a long awaited technology that allows the pleasure center or "reward center" of the human brain to be activated and cued without actually engaging in activities that normally trigger that euphoric release."
What does this mean for the field of health and nutrition?
One of the biggest struggles for my clients trying to lose weight or maintain a healthy lifestyle is avoiding tempting foods. Most people communicate that sugar is the number one trigger food that they desire and also have trouble staying away from. Studies show that sugar can have the same effect on the human brain that heroin does, in the sense that you get that euphoric "high" and calming sensation just by eating sugar. Now the sensation isn't necessarily a bad thing, its giving in to that sensation all the time that causes weight gain over time and high sugar intake. We can build up a tolerance to sugar just like we do alcohol, and pretty soon we need 3 cookies instead of 1 and then 5 instead of 3... and the pattern continues.
This new technology in a way can trick your brain into thinking that you are in fact engaging in an activity that would normally hit that reward center, with out actually doing it. Obviously, a lot of people and companies may use this technology to sell more product or drive more consumers to their food, one of the major investors right out of the gate was Ben and Jerry's Ice Cream. To better demonstrate this on a nutritional level they have used the technology within ice cream, which is now fully accessible on their website:
http://tinyurl.com/4r4axv
Let me know what you think! It might just be the future for pracitioners like me to use technology like this!
I will post more information as it becomes available for use in clinical practice.
Blessings,
Ashley
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