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==Brain mechanism==
[[File:Scott & Bowne's Palatable Castor Oil.jpg|thumb|right|200px|Advertisement of [[castor oil]] as a medicine by Scott & Bowne company, 19th century]]
The palatability of a substance is determined by [[opioid receptor]]-related processes in the [[nucleus accumbens]] and ventral [[pallidum]].<ref name="Wassum">Wassum KM, Ostlund SB, Maidment NT, Balleine BW. (2009). Distinct opioid circuits determine the palatability and the desirability of rewarding events. Proc Natl Acad Sci U S A. 106:12512–12517 {{PMID|19597155}} {{doi|10.1073/pnas.0905874106}}</ref> The opioid processes involve [[mu opioid receptor]]s and are present in the rostromedial shell part of the nucleus accumbens<ref>Peciña S, Berridge KC. (2005). [http://www.jneurosci.org/cgi/content/full/25/50/11777 Hedonic hot spot in nucleus accumbens shell: where do mu-opioids cause increased hedonic impact of sweetness?] J Neurosci. 14;25(50):11777-86. {{
The rewardfulness of consumption associated with palatability is dissociable from desire or incentive value which is the motivation to seek out a specific commodity.<ref name="Wassum"/> Desire or incentive value is processed by opioid receptor-related processes in the [[basolateral amygdala]].<ref name="Wassum"/> Unlike the liking palatability for food, the [[incentive salience]] wanting is not downregulated by the physiological consequences of food consumption and may be largely independent of homoeostatic processes influencing food intake.<ref>Finlayson G, King N, Blundell J. (2008). The role of implicit wanting in relation to explicit liking and wanting for food: implications for appetite control. Appetite. 50(1):120-7. {{PMID|17655972}} </ref>
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