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Although craving has been studied extensively using animal and human experimental paradigms (Flannery et al. 2001; Monti et al. 2004), less is known about how craving accompanies drinking in the real world (Monti and Ray 2012).
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So how does craving work, and what sort of brain mechanisms support it?
These are terms more familiar to sommeliers, but the mouth feel of soda and many other food items, especially those high in fat, is second only to the bliss point in its ability to predict how much craving a product will induce.
If he were watching lots of TV, he could blame TV; if he were drinking with his friends, he could blame alcohol, or, for that matter, he could blame his social life and turn the story into how the craving for acceptance or companionship has turned his brain to mush.
We all know how hard craving can be.
Goffman describes how they craved success in mainstream society.
How they craved the authority of a John Terry, or the steadying influence of Frank Lampard in midfield, but Di Matteo had been denied both.
It must be made up by foreigners buying dollar-denominated assets, and those purchases supposedly show how foreigners crave American investments.
It's funny how we crave the authentic, the unspoiled, the genuine — the un-globalized and un-homogenized and un-gentrified — only to destroy them.
How we crave human connection and stories and can only cope with the infinity of space and time or even contemplate it when there's a living breathing human out there strumming along to David Bowie or doing somersaults.
He reflects on a recent stay in rehab, and on the horror of his parents' marriage; he recalls his mother's account of his conception — in rape — and his new sense of how "she craved the extreme violence of David's presence" and "threw her son into the bargain".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com