Brain Signals Say 'Yes' to Sugar Cravings, University of Michigan Study

For the brain, “wanting” and “liking” are separate processes. When the two converge—in pursuit of sweets—the combined effect is powerful. These amplified signals can trigger an intense desire to satisfy a sweet tooth, a new University of Michigan study shows. Findings are published in the Proceedings of the National Academy of Sciences. Researchers studied how intense desires and pleasures for sweet treats are affected by brain neurochemicals and brain activity signals. Temptation grows when a person is hungry or stressed, and some people may experience especially intense temptations and be more vulnerable to overconsumption.