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(p. 178) Food Reward 

(p. 178) Food Reward
(p. 178) Food Reward

Dana M. Small

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date: 09 May 2021

Chapter 27 explores food reward. It discusses the brain representation of food reward, using three layers of reward signal: proximal signals associated with food consumption (such as taste/flavor); distal signals, associated with the postingestive effects produced by nutrients; and preingestive signals, such as visual or olfactory cues that predict the proximal and distal rewards. An additional layer is also proposed: ‘top-down’ signals, such as brand and cost, and stimulus identity, which for humans, living in the age of neuromarketing, may constitute yet another layer of reward.

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