In the high delayers, the prefrontal cortex area, which is used for effective problem solving, creative thinking, and control of impulsive behavior, was more active. In contrast, in the low delayers, the ventral striatum was more active, especially when they were trying to control their reactions to emotionally hot, alluring stimuli. This area, located in the deeper, more primitive part of the brain, is linked to desire, pleasure, and addictions.
