Imagine the typical office birthday party.	It's after lunch, so everybody is full. Then, in comes a luscious chocolate confection. The sight, the smell -- even the sound of the word 'cake!' -- stimulate the reward-and-pleasure circuits of the brain, activating memory centers and salivary glands as well.



Those reactions quickly drown out the subtle signals from the stomach that are saying, in effect, 'Still digesting down here. Don't send more!' Social cues add pressure and permission to indulge. Soon, everybody is having a slice -- or two.



Scholars have understood the different motives for eating as far back as Socrates, who counseled, 'Thou shouldst eat to live, not live to eat.' But nowadays, scientists are using sophisticated brain-imaging technology to understand how the lure of delicious food can overwhelm the body's built-in mechanism to regulate hunger and fullness, what's called 'hedonic' versus 'homeostatic' eating.



One thing is clear: Obese people react much more hedonistically to sweet, fat-laden food in the pleasure and reward circuits of the brain than healthy-weight people do. Simply seeing pictures of tempting food can light up the pleasure-seeking areas of obese peoples' brains.

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Two conferences this week on obesity are each examining aspects of how appetite works in the brain and why some people ignore their built-in fullness signals. Scientists hope that breakthroughs will lead to ways to retrain people's thinking about food or weight-loss drugs that can target certain brain areas.

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