“…if you really want a drink right now, the source of your craving may be a pea-sized structure deep inside the right side of your brain.”

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“…beer flavor induced more activity in both frontal lobes and in the right ventral striatum of the subjects’ brains than did the sports drink. More specifically, both methods of brain imaging showed increased activity in the right ventral striatum, a deep structure inside the brain that is linked to motivated behavior and reward.”

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