It's zero calories so how could it cause weight gain but the subject, which I know little about as I haven't thought about it much jumped into my head today.
I generally believe that there is rarely a free lunch, and when there is one there is probably a cost somewhere.
http://www.cnn.com/2011/HEALTH/03/01...lth/index.html
"Your senses tell you there's something sweet that you're tasting, but your brain tells you, 'Actually, it's not as much of a reward as I expected,'" says Martin P. Paulus, MD, a professor of psychiatry at the University of California San Diego, and one of the authors of the study. "The consequence might be that the brain says, 'Well, I'll have more of this.'"
Health.com: 10 artificial sweeteners and sugar substitutes
In other words, artificial sweeteners may spur drinkers -- or their brains -- to keep chasing a "high" that diet soda keeps forever just out of reach. It's not clear that this teasing effect can lead to dependence, but it's a possibility, Dr. Paulus says. "Artificial sweeteners have positive reinforcing effects -- meaning humans will work for it, like for other foods, alcohol, and even drugs of abuse," he says. "Whenever you have that, there is a potential that a subgroup of people ... will have a chance of getting addicted."
Timothy S. Harlan, MD, a nutrition specialist and assistant professor of internal medicine at the Tulane University School of Medicine in New Orleans, says that while diet-soda dependence appears to be a real phenomenon, it is probably caused by a complex mix of behavioral factors, not necessarily artificial sweeteners. "I don't think there is clear-cut evidence of biochemical dependence on diet soda, but my sense is that certainly people do become habituated to diet soda and dependent upon it," he says.
Basically the diet soda tastes excellent and you're drinking it all the time, and it's acting on reward zone. This brings your baseline up so that you require more food to maintain at that level you were at after you just spent all day drinking 10 diet sodas. You brain tells you eat eat to bring you back to baseline.Researchers are still trying to sort out the counterintuitive link between zero-calorie soda and weight gain. One explanation may be that as your body gets used to experiencing the sweet flavor of diet soda without absorbing any calories, it begins to forget that foods containing real sugar and other carbohydrates do deliver calories.
"The next time you go for a piece of fruit, your history says, 'I don't know if this has calories or not,' so you track those calories less well, and you may eat more of them," says Susan Swithers, PhD, a professor of psychological sciences at Purdue University in West Lafayette, Ind.
It's also possible that people who gravitate toward diet soda are more likely to gain weight because they have less healthy diets overall than people who choose water or other unsweetened beverages. (They may use diet soda to wash down fast food, for instance.)
If a relationship between diet soda and unhealthy food choices does exist, it may not be a total coincidence. There is some speculation -- largely unconfirmed, as of yet -- that diet sodas have subtle effects on insulin and blood-sugar levels that trigger hunger and food cravings and influence how (and what) you eat.
Just an idea.
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