Theories vary on why we love to eat spicy food—even when it hurts.

Researchers have investigated the benefits of extreme pain rituals, exploring how and why we engage in these events when humans generally naturally avoid pain and perceive it as a negative experience.

Why so many people love roller coasters even though they’re scary

When a threat arises, it triggers our bodies to go into fight-or-flight mode and prepare for danger. However, when no obvious threat to our safety is present, this natural high can become enjoyable. Some people are more likely to enjoy these thrills based on factors like individual brain chemistry or physical health.

Why we pay to be scared

Why do we love roller coasters? It’s not just the speed or height, it’s controlled fear. Your brain thinks you’re in danger, then rewards you with dopamine.

Learn about the neuroscience and psychology of why we crave comfort foods

The term was coined in 1966, when psychologist Joyce Brothers suggested humans turn to food associated with the feelings of comfort from their childhoods when experiencing emotional distress. Since then, studies have shown that the familiarity, reliability, and convenience of certain foods from one's upbringing can become tied to feelings of nostalgia.

Explore the biology of pain and why the experience of pain may differ widely from one person to another.

Some theorize that horror's artifice turns fear into enjoyment

The “excitation transfer theory” suggests that the unpleasant feelings a jump scare might elicit (like shortness of breath) are quickly relieved when the audience member remembers what they’re witnessing is fake.

Your favorite music can minimize physical pain, according to a 2025 study on how music can bring solace and address pain.

Why the Scoville scale for measuring a pepper's heat is outdated and inadequate for sauces

Developed in 1912 by American pharmacist Wilbur Scoville, the scale is a subjective test in which testers determine the dilution at which capsaicinoids—the molecules that give peppers their heat—are no longer detectable. Modern chemical analyses can accurately quantify the amount of these molecules in peppers, which are diluted to varying degrees in sauces, thus affecting their net spiciness.

Taste buds have evolved to fill a wide variety of functions

Taste buds do more than let you experience your favorite food. These peripheral organs can sense the chemical makeup, potential toxicity, and fleeting experience of flavor, giving the body a chance to respond to undesirable chemicals or tell the brain that you should reach for another scoop.

Music may give some of us the chills and goose bumps—perhaps because it shocks us

The science is still unsettled about why music can trigger a chill down your spine, formally known as frisson, but one theory is that anything surprising to the nervous system—including sudden beat drops or unexpected harmonies—stimulates a type of alarm response that gives rise to this feeling.

Some people may be genetically predisposed to loving roller coasters

Recent studies indicate that individuals with higher levels of dopamine may be more prone to thrill-seeking behaviours like riding roller coasters or even doing drugs or shoplifting.

The research that led to sour

Scientists are trying to figure out if there are unique receptors that respond to the molecules that make up flavors we associate with calcium, blood, batteries, and other items that often escape dinner menus. Taste researcher Dr. Danielle Reed says the minimum evidence for a taste category typically involves identifying dedicated receptors and then removing them to show the taste vanishes.

Why the human brain loves opioids

When opioids enter the brain, they dock in receptors, blocking electrical pulses such as those that communicate pain. They also trigger the release of dopamine, a neurotransmitter tied to motivation and associated with stress relief.

Why are humans hooked on horror?

A haunted horror attraction in Denmark is regularly stalked by researchers of the world's only laboratory dedicated to understanding fear's good side. Fear is one of many human emotions that correspond to a physiological response. As fear rises, so do adrenaline, cortisol, and heart and breath rates. As it ebbs, the body is flooded with dopamine, a hormone and neurotransmitter associated with desire, learning, and motivation.

Love and heartbreak trigger powerful, neurochemical-driven changes in the body

The feeling of falling in love floods the brain with dopamine, oxytocin and serotonin, which collectively dull pain and boost immunity. However, the loss of these chemicals during a break-up produces withdrawal-like symptoms and heart issues, such as high blood pressure.

50 years of research has focused on unraveling the relationship between music and frisson

One insight reveals that musical passages with surprising volume changes or unexpected harmonies and beauty are more likely to trigger frisson, perhaps because they upend listeners' expectations.

Learn about the point of the physical and emotional experience of pain, which has three broad categories that help determine treatment approaches.

Neural replays in mice help explain food aversions

Princeton University scientists published research in 2025 analyzing how mice learn to associate certain foods or flavors with feeling ill—even when there’s a time gap between eating something and feeling sick. The work, performed with grape Kool-Aid and injections of a substance that made mice sick, traced the literal “gut reaction” of how gut distress signals are linked to neural replays of what the mouse ate.

Itching is caused by stimulated nerve cells in the skin

Scratching produces low-level pain signals to the brain, distracting from the itch. Scratching also releases serotonin, a neurotransmitter that creates a happy sensation, which resets the itch signal. This can cause a cyclical itch-scratch cycle.

Researchers are studying roller coasters to improve mental health treatments

Scary rides stimulate our fight-or-flight response while simultaneously releasing feel-good endorphins like dopamine, serotonin, and oxytocin. Once we realize we're in a safe space, we can enjoy the ride and even feel confident and relieved by the accomplishment of overcoming a fearful feat.

Our sense of smell affects what foods taste like and how we perceive it

Scent stimulates our olfactory sensor neurons high in the nasal cavity, and the brain attaches labels to those scents. But when we eat, chemicals from the foods travel from our mouths and throat to those neurons. We have roughly 400 odor receptors, and they can be used to decipher more than 10,000 different odors (or more than one trillion by some calculations), including the nuances of different foods.

Explaining why salt should be used to season food early in the cooking process

Experiments involving the same dishes, with salt added at the start of cooking versus at the end, have been shown to yield drastically different taste outcomes because salt takes time to diffuse into foods, particularly vegetables, whose cells are surrounded by cellular membranes and walls. Salting at the end will produce a concentrated surface coating, rather than even seasoning.

How bitter taste receptors help guard against infection

Receptors for "bitter" tastes evolved to detect potentially harmful plant chemicals, such as nicotine. The receptors also trigger bacteria-fighting responses, including waving hairlike projections to bat away bacteria, ordering the release of bacteria-killing nitric oxide, and calling for antimicrobial protein reinforcements.

The brains of people who experience frisson have unique neural pathways

A small 2016 study aimed to investigate the behavioral and neural differences between 10 individuals who experience goose bumps when listening to music and 10 who typically don’t. Scientists reported that individuals experiencing musical chills had greater white matter connectivity in specific auditory, emotional, and social processing areas of the brain.

Overuse of opioids can lead to hypersensitivity to pain.

Fear (and stress) can be contagious via pheromones secreted by the body

While seeing someone else in a panicked state may induce a stress response, researchers have found stress can be literally contagious—chemicals contained in sweat and other secretions can trigger stress hormone release in others. Theories suggest this feature is an evolutionary adaptation to protect groups from danger.

Humans are wired to pick up on each other's emotion, making laughter contagious

The reaction plays a key role in establishing interpersonal connections and relieving stress by releasing endorphins—feel-good hormones. A 2021 study identified at least 65 animal species that produce playful sounds, such as laughter.

Researchers say that the horror genre offers opportunities to safely experiment with fear.

The flavor of food can be enhanced by combining chemicals known to trigger umami taste receptors with nucleotides—building blocks of DNA and RNA—triggering an effect called umami synergy.

We may be using Q-tips in our ears—even when we shouldn't—because they can stimulate pleasure nerves

People continue to use Q-tips inside their ears even though we know it's risky. Some clinicians suggest that beyond the desire to get water out, this may be because the nerve bundle called the vagus nerve, which spans from the brain to the large intestine, can be stimulated that way, causing a pleasurable sensation in other body parts including the heart, belly, or genitals.

Many parts of the body, including the testicles, have bitter, sweet, and umami receptors

Taste receptors—the tiny cells that report the chemical makeup of external stimuli to the brain—in the testicles don't "taste" in the same way as the gustatory ones you use to determine if there's enough sugar in your tea. Research suggests that these "teste" receptors can sense bitter, sweet, and umami compounds and use that chemical input to control physiological processes or (literally) change direction. (Some users may experience a paywall.)

A major dopamine hit from social media use comes from unpredictability—not knowing if the content users post or share will get the 'like' from other users, triggering cycles of anticipation similar to those experienced with a slot machine.

The reason some people love exercise may be because of their microbiome

Certain gut microbes in mice trigger dopamine release and drive motivation to exercise more. Scientists are investigating whether humans carry similar microbial patterns that influence our natural inclination towards movement, exploring how unseen microbial ecosystems may shape mammalian fitness behavior and reinforce innate reward pathways. (Some users may experience a paywall.)

Opioids mimic naturally produced endorphins to dull pain.

How our sense of taste evolves as we age

Kids are hardwired to prefer sweets over greens, with sweetness a shorthand for calorie-rich and bitter flavor warning of potentially noxious plants. This holds true even in the womb, where fetuses have been seen via ultrasound scans grimacing as their hosts consume kale capsules. As they age into double digits and beyond, their taste cells and sense of smell diminish, leading to broader and less sensitive palates.

How texture affects taste

Texture is the brain's interpretation of several sensations, including pressure, as registered by our teeth, tongue, and finger tips, and sound, as recorded by our ears. Texture also speaks to food particle sizes—smaller than 35 microns contributes to the sensation of creamy—and the balance between flavor and mouth time, such as the crunch of a crispy chip or the bounce of a chewy caramel.

Nostalgia is a psychological coping mechanism that can help combat loneliness—but it's created from bias

Researchers have observed that though nostalgia can help counteract feelings of loneliness, our memories of the past are somewhat rose colored. Negative emotions seem to fade faster than positive ones, a phenomenon that they suggest may be a psychological coping mechanism so that memories don't hurt every time they're recalled. (Some users may experience a paywall.)

When common sounds become disturbing

Misophonia causes certain sounds to feel violating, triggering a "very visceral kind of experience" filled with extremely unpleasant emotions, including annoyance, anger, and disgust. A 2017 study found that people with misophonia have elevated activity in the brain's anterior insula—a region associated with interoception, emotional processing, and behavioral responses—when exposed to trigger sounds. Ongoing research suggests trigger sound context affects the severity and manifestation of the condition.

Fevers are an immune response to create hurdles for pathogens

Substances called pyrogens prompt the brain to raise the body temperature to levels where bacteria and viruses struggle to survive. The higher temps also support immune cells fighting off the invaders.

Why some people have allergies

Why do some people have allergies while others don’t? One theory suggests allergies are a relic of our evolutionary past. Our immune system, once primed to fight parasites, now mistakes harmless substances for threats.

The importance of volatile aroma compounds in the flavor quality of food

Processes such as air movement and heating cause food to lose aroma molecules, which studies have shown play a major role in our sense of taste. While losing these molecules to the environment leaves fewer to be processed during consumption to intensify flavor, it can also produce previously nonexistent aroma compounds or release previously trapped ones, altering or enhancing the food's flavor.

Stress can be contagious—and scientists want to learn more about it

Researchers have shown that being around someone who is stressed can trigger a stress response in your body, such as elevated cortisol levels and elevated heart rate. One way this was recently studied was by having people watch stressful activities, like a recorded job interview or solving challenging math problems, and then sampling hormones in observers' spit.

The neuroscience of heartbreak

An analysis of functional MRIs revealed a difficult fact: the active brain areas of people experiencing heartbreak were very similar to those actively in love. This is a major reason why people in the middle of rejection can't accept the reality of their loss. This article breaks down the various changes in neurotransmitters and neural pathways for those enduring that universal experience, heartbreak.

The science of fear

The Hidden Brain podcast team explores the science of fear by traveling to a haunted house curated by a scientist to investigate what scares us, and why some people enjoy this sensation more than others.

Addiction develops when the pleasure circuits in the brain get overwhelmed

Normal pleasure circuits become overwhelmed by addictive substances, triggering dopamine floods many times stronger than those induced by everyday reward experiences. The understanding of addiction as a brain disease has led to treatments pairing medication and counseling.

It seems like we shouldn’t have to say this: Cheese is not like crack

While news reports may claim cheese is addictive, the facts behind the research show cheese and crack have little in common. It appears that highly processed foods with high levels of sugars and fat, rather than cheese specifically, are most closely associated with addictive-like behaviors. In fact, cheese ranked lower than foods like pizza, chocolate, and fries in terms of its addictiveness.

The science of food allergies

Why do certain substances trigger an immune response while others don't? Listen to researchers explain the science in this five-minute video. Food allergies affect around 8% of children and 2% of adults in the US, and—unlike sensitivity or intolerance—they involve the immune system mistaking certain harmless proteins in foods as dangerous invaders, triggering a rapid and sometimes severe defense response.

Stress activates the "fight-or-flight" response when we face threats, a reaction that can help keep us alive.

Scent is a stronger memory trigger than sight

Smell is imbued with more emotion than visual memories, and research indicates that smell triggers a significantly greater effect on amygdala activation. Scientists believe these powerful responses occur partly because smell signals bypass the thalamus and go directly to the amygdala and hippocampus, brain areas involved in emotion and memory.

Why TikTok loves fast-casual restaurant Chili's

The company noticed TikTokers posting enthusiastically about its food and began partnering with creators on the platform. The videos include mukbangs, a South Korean trend in which users eat a massive amount of food, and #cheesepulls, where Chili's mozzarella sticks are stretched to their limits.