and eric stine says experiment reveals another more subtle perhaps more pernicious effect. after a diet too rich in sugar the brain becomes hypersensitive to images of food. the more and more you eat ice cream the last unless the reward circuitry is recruited when you consume ice cream but the more your reward circuitry is or is activated when you see cues that say you might get ice cream so your brain your reward circuitry fires up when you see an ice cream store as you're driving on the street or you see a commercial for ice cream on the television the reward circuitry activates much more for people who eat ice cream all the time that it does for people who don't. prophesying in the absence of hunger that drives obesity and weight gain. this direct influence of food on our brain plays a crucial role in what we choose to eat each day. what happens in the brain at the moment we pick a dessert rather than or not a time or fish rather than red meat who is really pulling the strings. carlos for bureau and his team are leading researchers on food choices. what they really want