The craving and the desire to eat do not usually make us look at healthy food. Possibly you also had that suspicion, but it has been a study of the University of New York that affirms this theory. The research, published in Proceedings of the National Academy of Sciences, also shows that we do not mind paying much more for larger portions of not-so-healthy food. Is craving the enemy of healthy eating?
Desire influences our decision
The study reveals that even people who strive to eat in a balanced and healthy way can be affected by their desire. This factor increases the value of those tempting and face-less foods in our diet, so that health goes into the background. The craving or desire is responsible for making us remember how well they made us feel those foods in the past, making us prefer them over options more favorable to our goals.
To reach these conclusions, the researchers conducted experiments in which participants were asked to say how much they would be willing to pay for some snacks, after provoking a state of anxiety for some of them.
The results showed that people would pay more money for that ultra-processed product if it was in front of them. That is, you get to differentiate hunger from desire.
Our choice does not depend on hunger
As for unhealthy snacks like a Toblerone or Snickers, deciding on them does not depend on our hunger. Moreover, if they were not exposed to us, we would not opt for them.
The study also provides that participants would be willing to pay more money if the products had a high caloric intake, exceeded fat and abused sugar content. For example, a chocolate tablet.
The experiments revealed that there is a relationship between price, desire and ration. People preferred to pay more money if the portions of their desired products were much larger.
I’m sure this has happened to you too.