Have you ever wondered why the smell of biryani or sizzling curry can instantly make your mouth water? Experts say the answer lies in a fascinating psychological process called conditioned reflex — a discovery made by Russian physiologist Ivan Pavlov (1849–1936).

Pavlov’s famous experiment with dogs proved that repeated associations between a stimulus and a response could create an automatic reaction. When a dog was given food, it naturally salivated — an unconditioned response. But when Pavlov began ringing a bell each time before feeding, the dog eventually started salivating just at the sound of the bell, even when no food was offered.

This same principle, experts say, governs much of our daily life — from the smell of spices that trigger hunger, to advertisements showing juicy food images that make us crave snacks. These reflexes can influence motor, sensory, and emotional responses, often beyond our conscious control.

In today’s fast-paced world, these food cravings are deeply linked with brain regions such as the hippocampus, insula, and caudate, which are also associated with addiction and reward behavior. Studies reveal that such cravings often lead to overeating and obesity — conditions more prevalent among women, due to emotional eating, stress, and impulse buying.

Doctors warn that repetitive indulgence in cravings can gradually contribute to chronic illnesses such as diabetes, hypertension, heart disease, dementia, and even prostate disorders.