ABSTRACT
A broad goal of this chapter is to take the reader on a journey, a journey involving the heart and the mind. A journey filled with cakes, pizzas, chocolates, and ice creams. A journey that will shed light on consumer motives that underlie various phenomena such as succumbing to temptation, making irrational decisions, and why tasting the same food product (e.g., Godiva chocolates) is more pleasurable under some instances than others. A journey that will reveal how many of the positive as well as negative emotions we experience in our everyday lives are rooted in brain structures such as the amygdala and the ventromedial (VM) prefrontal cortex.
