This new study sounds a lot like a 21st-century redo of Pavlov's experiments with dogs: show kids the McDonald's logo and watch their little neurons light up like the Fourth of July. The University of Missouri-Kansas City and University of Kansas Medical Center showed 10- to 14-year-olds more than 100 brands, then watched the results in an MRI. It showed their reward and pleasure centers flaring when they saw logos for food companies.
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