urge to eat and subsequently consumed more food  compared to when they were shown neutral ads. 

In the context of our pizza craving, if  you're a person with high reward sensitivity,  

seeing an advertisement for a delicious, cheesy  pizza can stimulate your reward system. This  

stimulation triggers an approach motivation,  meaning you feel a strong desire or urge to  

seek out and consume that pizza. The image  of the pizza acts as an environmental cue,  

signaling a potential reward. What's particularly powerful about  

these findings is that it's not just about  advertisements triggering pizza cravings.

The advertisement enhances the  perceived reward value of the pizza,  

making it seem even more  appealing and irresistible.