showed them pictures of a haagen-dazs chocolate milk shake and then the very unappetizing saliva-likelly looked at where their brains lit up and what they found was the people who had the high activation score when they looked at the chocolate milk shake, the area in their brain known as the rewards center really lit up. >> i love you dearly but these milk shakes here, i'm drawn to them. advertisers know certain things will trigger a certain response. what happens when these are consumed. >> when they looked at the pictures, the rewards center lit up. when they actually consumed the milk shake they found the areas in their brain responsible for our inhibition control to tell us, okay, slow down. that's the part that really got stimulated. so again, this all really is ongoing research about how our brains react to reward and fulfillment of that reward. >> food addicts. i mean, are they all quote/unquote overweight people? >> this study didn't find any correlation between body mass index and these high food activation or addiction scales. so this doesn't necessarily mean if you have thi