Have you ever felt a piercing pain in your head when you eat something cold?
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New research on consumer behavior shows that we tend to match some types of choices the people around us make, but not others.
It's a long, hot summer's day and you're looking forward to an ice cream. But within seconds of your first bite, you feel a headache coming on: a brain freeze. What's going on?
While most of us agree ice cream and cold beverages are refreshing summer treats, do they actually help cool us down?
Top contributors
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Post-doctoral Research Fellow in Neuroscience, The University of Queensland
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Lecturer in Physiology, The University of Melbourne
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Senior Lecturer in Physiology, Swinburne University of Technology
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Professor of Marketing, Vanderbilt University
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Assistant Professor of Business Administration and Ben L. Fryrear Faculty Fellow, University of Pittsburgh
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W. J. Van Duse Associate Professor, Marketing, Simon Fraser University
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Doctoral Student in Biomedical Sciences, University of South Carolina
