The scans changed for those who’d become overweight. They continued to like the milkshake about as much as they previously had, and in some cases, even a bit less. But during the anticipation phase, when they were just shown pictures of the shake, the scans revealed that they wanted the milkshake more than they previously had, and more than those who hadn’t gained weight. The weight they put on related to an increase in their desire, and thus made it harder for them to apply the brake that the other subjects used to avoid overeating.
