*Ding* ... "I suddenly feel the urge for a Coca Cola soft drink beverage."
This is very interesting...
“The key message of our study is that we are able to make use of neural signals deep in our brain to guide our decisions about what items to choose, say when choosing between particular soups in a supermarket, without actually sampling the foods themselves,” says Doherty, who did the research while at University College London, UK.
It reminds me of the Eddie Izzard sketch where he does Pavlov...
“Pavlov’s Cat Results – Day One – rang bell… cat fucked off. Damn… Day Two – rang bell, cat went and answered dog. Day Three – rang bell, cat said he’d eaten earlier. Day Four – went to ring bell on day four, but cat had stolen batteries. Final day – Day Five – went to ring bell with new batteries, but cat put his paw on bell, so it only made a ‘thunk!’ noise. Then cat rang his own bell! I ate food…”