A term coined by Dr. Alan Golhamer and Dr. Douglas J. Lisle, the pleasure trap undermines health and happiness. When we engage in pleasurable activities such as eating and sexual engagement we secrete a chemical in the brain, dopamine. The food industry has created chemicals in food that stimulate the same response however this is an artificial stimulation of dopamine in the brain. Dopamine is the same neurotransmitter involved in alcohol and drug addiction. These chemicals induce pleasure but avoid pain which is why it ends up being a trap to us keep eating more and enjoying it. The same way tobacco companies add addictive nicotine to cigarettes is the same way food companies add sugar, oil, and salt to our food.