As my wife can attest to, this little cup of heaven is one thing I can’t pass up. Even after two helpings on Thanksgiving, I will devour Blue Bell ice cream. Done and done.
But why keep eating when I’ve already satisfied my body’s nutritional needs? Recent research from the lab of Dr. Palmiero Monteleone at University of Naples SUN in Italy, published in the Journal of Clinical Endocrinology and Metabolism, shows that this pleasure eating stimulates reward systems in your brain to keep you coming back for more.