A Thorough Examination with Drs Chris and Xand cover image

S1. Ep 5 - Building an ultra-processed mind

A Thorough Examination with Drs Chris and Xand

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The Difference Between Wanting and Loving Crisps

I like the idea that you're comparing ultra process foods with ecstasy. I think there's a distinction that we should pay attention to when it comes from a physiologist called Kent Beringch and he distinguishes between wanting and liking. Usually the reason why we want things is because when we have them, we like them. But what can happen in the case of addiction is that the wanting can lead to the liking the next time that you try to get the same hit. It's all about priming your expectations and then delivering on them. And here's the funny thing, crisp manufacturers knew this when this work was done. They decided to make the bags even more crinkly because they wanted

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