Instant Gratification

I was happy and surprised to read a Joel Stein article in Time (May 7, 2012) on the application of neuroeconomics to food habits.  It's a slightly funny and much abbreviated approach to the topic, but a good sign that this understanding of behavior is becoming well-known enough that even a humor columnist writes about it.  Absent is a mention of the role of seratonin, but it would not have added a great deal to what was present.