Saturday December 14, 2019

When You Engage in ‘Hedonic Consumption’? Read Here To Find Out

"Emotional consumption is usually food because it's easily accessible and available to most people,"

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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.

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“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.

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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)

Next Story

Women Who Consume Food Late in The Evening Likely to Suffer Heart Disease: Study

Data from the food diary completed by each woman was used to determine the relationship between heart health and the timing of when they ate

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Heart Health
Researchers found that, after 6 p.m. with every one per cent calories consumed Heart Health declines, especially for women. Pixabay

Women who consume a higher proportion of their daily calories late in the evening are more likely to be at risk of Heart Disease than women who do not, researchers have warned.

For the study, the research team assessed the cardiovascular health of 112 women using the American Heart Association’s Life’s Simple 7 measures at the beginning of the study and one year later.

Life’s Simple 7 represents the risk factors that people can improve through lifestyle changes to help achieve ideal cardiovascular health and include not smoking, being physically active, eating healthy foods and controlling body weight, along with measuring cholesterol, blood pressure and blood sugar levels.

A heart health score based on meeting the Life’s Simple 7 was computed.

“The preliminary results indicate that intentional eating that is mindful of the timing and proportion of calories in evening meals may represent a simple, modifiable behaviour that can help lower heart disease risk,” said study lead author Nour Makarem from Columbia University in the US.

During the study, participants of the study kept electronic food diaries by computer or cell phone to report what, how much and when they ate for one week at the beginning of the study and for one week 12 months later.

Data from the food diary completed by each woman was used to determine the relationship between heart health and the timing of when they ate.

Heart Disease
Women who consume a higher proportion of their daily calories late in the evening are more likely to be at risk of Heart Disease than women who do not, researchers have warned. Pixabay

Researchers found that, after 6 p.m. with every one per cent calories consumed heart health declined, especially for women.

These women were found more likely to have higher blood pressure, higher body mass index and poorer long-term control of blood sugar.

ALSO READ: Women Who Consume Food Late in The Evening Likely to Suffer Heart Disease: Study

Similar findings occurred with every one per cent increase in calories consumed after 8 p.m.

“It is never too early to start thinking about your heart health whether you’re 20 or 30 or 40 or moving into the 60s and 70s. If you’re healthy now or if you have heart disease, you can always do more. That goes along with being heart smart and heart healthy,” said study researcher Kristin Newby, Professor at Duke University. (IANS)