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Why you should never eat potato chips with Diet Coke, according to brain science


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Apr. 1, 2021
Everyone is familiar with the experiment carried out near the turn of the 19th century by Ivan Pavlov, the Russian physiologist. It’s become synonymous with conditioning, or an involuntary response to a stimulus. Pavlov fed dogs and measured their salivation. He repeated this time after time, and observed that the sounds that preceded the food distribution began themselves to cause the dogs to salivate. That happened even when the bell he rang wasn’t followed by food.
Nearly a hundred years later, the Canadian scientist Harvey Weingarten conducted a similar experiment. He used rats instead of dogs, but he also sounded a tone while feeding them. The results were similar: the rats associated the sound of the bell with food. But then Weingarten expanded the experiment: He gave the rats a meal when they weren’t hungry. The rats saw the food but ignored it completely. Until he rang the bell, that is. Now, Weingarten discovered, the rats, which had ....

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