Ever wonder why you worked so hard to avoid the lasagna at dinner only to give into your craving for dessert? Researchers say that’s because our internal reservoir of self-control can be depleted. Neuroscientist William Hedgcock discusses use of fMRI to show what happens in the brain when a person loses self-control.
William Hedgcock is a Neuroscientist and an Assistant Professor at the Marketing University of Iowa. He is based in Iowa City, Iowa.