Chocolate - Tastier When We Are On A Diet

Author: Ivan Red Jr. Time for reading: ~1 minutes Last Updated: August 08, 2022

Chocolate - Tastier When We Are On A Diet

When we try to limit a food, but still consume it, we experience guilt that increases pleasure.

The desire to eat sweets increases much more when we are on a certain diet. According to experts, the reason why chocolate seems much tastier during this period is scientifically justified.

A research team from Northwestern University in Illinois is trying to determine whether this is due to guilt or infrequent consumption of sweets while on a diet. The

study consisted of 3 different experiments .

In the first, the researchers divided the participants into two groups. The first group was given covers of health magazines, and the second entertaining.

Chocolate was then distributed to the participants. The results show that the first group finds chocolatefor much tastier.

About 100 students took part in the second experiment. They are divided into three groups. Their task is to describe experiences in just one word.

The words they use are guilt and disgust. Chocolate truffles were then distributed to the participants .

All study participants who used the word "guilt" to describe an experience found truffles to be much tastier than other participants.

The latest experiment involved several engaged and unattached women creating an account on a dating site. The volunteers were then given chocolate products. Affected women who feel guilty about being included on a site find chocolate much tastier.

The researchers concluded that when we try to limit a diet , but still consume it, we feel guilt, which increases the
pleasure of the act of improper eating.

The survey data are published inJournal of Marketing Research.

Chocolate - Tastier When We Are On A Diet

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