until there's a breakthrow, his advice, don't eat sugar. if you must, keep it to a minimum. >> in fact, i live my life that way. i rarely eat sugar. when you see a sugary drink or if i were to offer you one, with all that you know, what's going through your mind? >> i probably would turn it down and get a glass of water. >> but for most of us, that's easier said than done. >> turns out sugar is much more addictive than we had realized early on. >> eric, a neuroscientist at the oregon research institute is using functional mri scanners to learn how our brains respond to sweetness. >> sugar activates the brain in a special way that is very reminiscent of a drug like cocaine. >> that's right, cocaine. >> let's give it a shot. i climbed into the scanner to see how my brain would respond. that's a straw that's been rigged to deliver a tiny sip of soda into my mouth. >> okay. >> just as it hit my tongue, the scanner detected increased blood rushing to certain regions of my brain. in these images, the yellow areas show that my reward region is res