That led Dr Benedetti to wonder if the effect of legally administered pre-competition morphine might, perfectly legally, be carried over into a competition by giving a placebo.
In laboratory simulations of challenging activities such as driving, those who felt in control of their lives pumped out lower levels of stress hormones such as cortisol.
Because human cells normally do not develop antibodies to components of their own cells, Colonno injected human cells into mice, which did produce an antibody to the common receptor.
Whereas molecular gastronomy is concerned primarily with the food or "smell" molecules, neurogastronomy is more focused on the receptor molecules and the brain's spatial images for smell.
When people engage in activities that help others, their brain releases endorphins, the brain's natural opiates, which induce in people a feeling of well-being.
In this case, having to then let go of the book after holding it might generate a subtle sense of loss, and motivate us to make the purchase even more.