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Journalism of Courage
Eating just one small chocolate truffle can trigger cravings for more fatty foods, says a new study in the Journal of Consumer Research.
What8217;s more, the sinful indulgence can even awaken a desire for high-end status products, the study found.
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.
8220;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 people8217;s behaviors,8221; the researchers said.
Interestingly, truffles served as triggers for more expensive indulgences as well.
8220;A second study again had people eat or resist a chocolate truffle and asked them to indicate how much they desired several products that are symbols of status a nice shirt, an Apple computer, a fine watch. People who ate the truffle desired the status products significantly more than those who had to resist the truffle,8221; the experts said.
The researchers believe this new study has important implications for both marketers and consumers. Stores may want to use samples as way to motivate consumers. And consumers may want to resist small acts of indulgence, knowing they can lead to larger ones.
