"Well, even to this day, if I smell a Big Mac, I'm like Pavlov's dog. My mouth starts watering immediately, like, 'Man, that is so good,' but I can't take a bite of it"

In this quote, Morgan Spurlock is describing his experience with the fast food chain McDonald's. He describes that even though he has not consumed a Big Mac in a very long time, the mere smell of it activates a strong response in him. He compares himself to Pavlov's canine, a well-known experiment in which a pet's mouth would water at the sound of a bell due to the fact that it associated the sound with food. Likewise, Spurlock's mouth waters at the odor of a Big Mac due to the fact that he has associated it with the scrumptious taste. Nevertheless, he also acknowledges that he can not eat it due to his previous experience with the fast food industry.