Good article in the Guardian yesterday. Looks at new learning from neuroscience that is providing insights into why we crave things - food in particular. It seems that the more sensitive you are to rewards, the more your brain lights up when presented with rewarding stuff...and the more you respond as a consequence.
Interestingly, and maybe not surprisingly, there is quite a strong correlation between reward sensitivity and obesity. And as the article points out, this has implications for advertising: it both shows why the 'beauty shot' is important and not just an annoying client request; but also raises slight concerns over whether this then makes advertising (almost) dangerously irresistible for some.
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