Monday May 27, 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

Social Media Impacting The Attitude of Teenagers Towards Their Bodies

"It's time for social media companies to get serious about their responsibility to young people," Hinds was quoted as saying by The Sun.

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At the summit with the bosses of the social media giants, the British ministers are expected to demand that tech companies take down harmful content -- not just illegal content. Pixabay

By instilling in children dangerous ideas of perfection, social media platforms such as Instagram and Snapchat are fuelling eating disorders among teenagers, a British Cabinet Minister has warned.

Education Secretary Damian Hinds demanded that technology giants must “get serious” about their responsibility and protect their young users, The Sun reported on Monday.

His warning comes as several Cabinet ministers are scheduled to hold a meeting with Instagram, Facebook, Twitter and Snapchat bosses, the report added.

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Hinds said social media is impacting the attitude of teenagers to their own bodies and putting pressure on them about how they should act and look all the time.Pixabay

“It’s time for social media companies to get serious about their responsibility to young people,” Hinds was quoted as saying by The Sun.

Hinds said social media is impacting the attitude of teenagers to their own bodies and putting pressure on them about how they should act and look all the time.

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His warning comes as several Cabinet ministers are scheduled to hold a meeting with Instagram, Facebook, Twitter and Snapchat bosses, the report added. Pixabay

“Growing up has always been hard, but the Internet and social media heighten the pressures,” Hinds added.

Also Read: U.S. Measles Outbreak Raises Concerns About Immunity in Adults

At the summit with the bosses of the social media giants, the British ministers are expected to demand that tech companies take down harmful content — not just illegal content.

“This isn’t just about tackling illegal content, but things that are legal but still harmful to wellbeing,” Hinds was quoted as saying. (IANS)