Never miss a story

Get subscribed to our newsletter


×
Some research suggests "hedonic consumption" doesn't help because it could lead to a vicious cycle of eating unhealthily and its associated guilt factors. Pixabay

If you start binging on fast food, savour dark chocolates or can’t resist that ice cream, this may be because of an emotional event like a recent break-up as there is science behind this behaviour, says a study.

Reacting to emotional events like break-ups, tends to involve reaching for the nearest unhealthy snack which is called “hedonic consumption”, said Nitika Garg, Associate Professor of Marketing at the University of New South Wales’ (UNSW) at Sydney Business School.


“When you engage in ‘hedonic consumption’, you always have some kind of emotion attached to it,” she added.

When you’re sad, you tend to go for overconsumption – hedonic consumption – as therapy.


“We tend to focus on sadness and what it does to consumption but there’s also this unexpected good effect of happiness,” Garg suggested. Pixabay

“Be it ice cream or a luxury handbag, there are always emotions attached,” Garg said.

Research shows when people are made aware of emotion effects, they go away.

“One of the mechanisms to curbing hedonic consumption is making people aware of the behaviour by providing nutritional information,” Garg noted.

On the flip side, experiencing happiness actually curbs the consumption of unhealthy food products.

“Happiness is shown to increase the consumption of products people believe to be healthy,” said the professor.

In her research, the UNSW academic offered both M&M chocolates and sweet dried fruit sultanas to happy and sad people.

She found that happy people don’t eat M&Ms but they do eat sultanas a lot more.

“We tend to focus on sadness and what it does to consumption but there’s also this unexpected good effect of happiness,” Garg suggested.


When you’re sad, you tend to go for overconsumption – hedonic consumption – as therapy. Pixabay

Some research suggests “hedonic consumption” doesn’t help because it could lead to a vicious cycle of eating unhealthily and its associated guilt factors.

Also Read: “Worn-of-Women”: US Based Firm To Manufacture Female Condoms

“Emotional consumption is usually food because it’s easily accessible and available to most people,” said Garg who received a PhD from the University of Pittsburgh and MBA from IIM-Ahmedabad.

“People go for what seems easiest to them in terms of familiarity and in terms of accessibility for ‘hedonic consumption’,” the professor added. (IANS)


Popular

Unsplash

MediaTek's plans to boost technology democratisation and enable access to disruptive connectivity

Chip manufacturer MediaTek on Monday announced that it is focused on making 2022 a year aimed at rapid growth, business success, substantial expansion in Research and Development capabilities.

MediaTek's plans to boost technology democratisation and enable access to disruptive connectivity with its range of mainstream to flagship 5G chips.

"We at MediaTek are focused on making 2022 a year aimed at rapid growth, business success, and substantial expansion in our R&D capabilities. For 2022, we are focused on further strengthening our presence in India, offering incredible experiences to customers, and supporting the country's technology initiatives with our expertise and collaboration with leading OEMs," Anku Jain, Managing Director, MediaTek India said in a statement.

Follow NewsGram on LinkedIn to know what's happening around the world.

In the flagship segment, MediaTek recently announced the Dimensity 9000 chip, which is a milestone of innovation and a rise to the incredible, built-to-power flagship 5G smartphones in the world, the company claims.

MediaTek Dimensity 9000 features a single Cortex-X2 performance core clocked at 3.05GHz, three Cortex-A710 cores at 2.85GHz and four Cortex-A510 efficiency cores at 1.8GHz.

It packs a 10-core Arm Mali-G710 that takes care of graphics processing, the report said.

Keep Reading Show less
Unsplash

There have already been voices in the US demanding most of the "China concept stocks" be removed from the US.

If the US loses Chinese companies, Wall Street will gradually alienate itself from the world's most prosperous market and the US will no longer be the true global financial centre, Chinese state media claimed.

Didi Chuxing, the Chinese ride-hailing giant, announced on Friday that the company is starting the work of delisting from the New York Stock Exchange (NYSE) and initiating preparations for listing in Hong Kong.

Keep Reading Show less
Unsplash

The strategic partnership allows Sommet Education to establish two of its prestigious institutions in India

Sommet Education, one of the worlds leading hospitality and culinary education players, recently joined hands with the countrys premium hospitality institute, Indian School of Hospitality (ISH).

With this Sommet Education now own a 51 per cent stake in the ISH, a significant addition to the former's expansive global network. The strategic partnership allows Sommet Education to establish two of its prestigious institutions in India: Ecole Ducasse, a worldwide education reference in culinary and pastry arts, and Les Roches, one of the world's leading hospitality business schools. With this academic alliance, Ecole Ducasse will now have its first campus in India at ISH, and Les Roches will launch its undergraduate and postgraduate hospitality management programmes in the country.

Keep reading... Show less