Monday October 21, 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.

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“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

Study Says, Limiting Mealtimes Increases Motivation for Exercise

Maintaining a healthy eating routine, with regular mealtimes or fasting, could also encourage motivation for exercise in overweight people

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The study suggested that a surge in levels of the appetite-promoting hormone - ghrelin, after a period of fasting prompted mice to initiate voluntary Exercise. PIxabay

Limiting access to food might increase levels of hormone – ghrelin, which might also increase your motivation to exercise, said a new research.

The study, published in the Journal of Endocrinology suggested that a surge in levels of the appetite-promoting hormone – ghrelin, after a period of fasting prompted mice to initiate voluntary exercise.

These novel findings indicate that better diet control, for example limiting food intake to mealtimes or fasting intermittently, could help overweight people maintain a more effective exercise routine, lose weight and avoid debilitating complications such as diabetes and heart disease.

“Our findings suggest that hunger, which promotes ghrelin production, may also be involved in increasing motivation for voluntary exercise when feeding is limited,” said author Yuji Tajiri from the Kurume University in Japan.

“Therefore, maintaining a healthy eating routine, with regular mealtimes or fasting, could also encourage motivation for exercise in overweight people,” Tajiri said.

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Findings suggest that hunger, which promotes ghrelin production, may also be involved in increasing motivation for voluntary Exercise when feeding is limited. Pixabay

Ghrelin, often referred to as the ‘hunger hormone’, stimulates appetite through actions on the brain reward circuitry that increases motivation to eat.

It has also been reported to be essential for endurance exercise by increasing metabolism to meet the energy demands of prolonged exercise.

Although previous studies have suggested a relationship between ghrelin and exercise, it was not known whether the hormone levels have a direct effect on motivation to exercise.

In this study, the research team investigated the relationship between exercise and the hormone levels in mice.

Food intake and wheel-running activity were compared in mice given free access to food with those fed only twice a day for a limited time.

Although both groups ate a similar amount of food, the restricted mice ran significantly more.

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Although previous studies have suggested a relationship between ghrelin and exercise, it was not known whether the hormone levels have a direct effect on motivation to Exercise. Pixabay

Mice genetically altered to have no ghrelin and on the restricted feeding diet, ran less than the mice which were given free access, however, this could be reversed by administering the hormone.

Furthermore, mice were given free access to food and given ghrelin also ran significantly more.

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These findings suggest that ghrelin might play an important role in the motivation for both feeding and exercise, in response to restricted eating plans. (IANS)