You hear people argue that legalizing chocolate truffles will not lead to use of more powerful food drugs. But the evidence says otherwise. Truffles are the gateway to indulgence and food abuse.
Indulging in just one small chocolate truffle can induce cravings for more sugary and fatty foods—and even awaken a desire for high-end status products, according to a new study in the Journal of Consumer Research.
Truffles even awaken a desire for high-end status products? First you eat a truffle. Then you eat a pizza. Before you know it you find yourself shopping for a Rolls Royce or maybe a Patek Philippe watch. Just say no.
In a study that examined goals and behavior in consumers, authors Juliano Laran (University of Miami) and Chris Janiszewski (University of Florida) found that study participants who consumed a chocolate truffle desired ice cream, pizza, and potato chips more than people who were told to resist eating a truffle.
When participants were allowed eat a truffle, they unconsciously activated a goal of indulgence, the authors explain. Likewise, those who were asked to resist the treat activated health goals. Once people felt their goals were met, they tended to reverse their behaviors. For example, when people who resisted the truffle were told they did a good job, they indicated that they desired fatty foods more than healthy foods.
"Once people feel like they have achieved a certain goal, they tend to pursue the opposing goal. When asked about their behaviors, no participant related their desires to the initial chocolate consumption, indicating the operation of a non-conscious system that guides people's behaviors," write the authors.
Truffles even awaken a desire for high-end status products? How rapidly has truffle consumption grown in recent years? Does this account the unsustainable US trade deficit, excessive personal indebtedness, and government budget deficits? Are truffles handed out by lobbyists?
|Share |||Randall Parker, 2008 December 15 05:30 PM Brain Appetite|