Navigation Links
Slippery slope: 1 tiny truffle can trigger desire for more treats

Indulging in just one small chocolate truffle can induce cravings for more sugary and fatty foodsand even awaken a desire for high-end status products, according to a new study in the Journal of Consumer Research.

In a study that examined goals and behavior in consumers, authors Juliano Laran (University of Miami) and Chris Janiszewski (University of Florida) found that study participants who consumed a chocolate truffle desired ice cream, pizza, and potato chips more than people who were told to resist eating a truffle.

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.

"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 people's behaviors," write the authors.

Interestingly, truffles served as triggers for more expensive indulgences as well. "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," the authors write.

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.

"Consumers many times may perceive that a small act will be enough to stop cravings of fatty food items, but our research shows that small acts may lead people to unconsciously seek more indulgence," the authors conclude.


Contact: Mary-Ann Twist
University of Chicago Press Journals

Related medicine news :

1. Doctor-aided suicide: No slippery slope
2. Nanoparticles trigger cell death?
3. Cornell researchers study showing evidence of a major environmental trigger for autism
4. Trigger for Stem Cell Differentiation Detailed
5. AMA Journal Publishes Study Showing Evidence of a Major Environmental Trigger For Autism
6. New intranasal influenza vaccine triggers robust immunity with significantly less antigen
7. Nanoemulsion-Based Intranasal Influenza Vaccine Adjuvant Triggers Robust Immunity Using Significantly Less Antigen
8. New research shows that the smell of smoke does not trigger relapse in quitters
9. Celebrity Moms Post-Baby Body Triggers Jealousy, Skepticism in U.S. Moms
10. Early trigger for type-1 diabetes found in mice, Stanford scientists report
11. UNC researcher aims to unmask cancer cells to trigger bodys immune system
Post Your Comments:
(Date:10/13/2017)... ... October 13, 2017 , ... Dickinson ... offers insurance and financial preparation services, is providing an update on a charitable ... , Rock City Rescue is a locally recognized nonprofit that provides shelter and ...
(Date:10/13/2017)... Ky. (PRWEB) , ... October 13, 2017 , ... The ... MPH to become its next President and Chief Executive Officer, succeeding Dr. James C. ... CEO Elect beginning July 1, 2018 until Dr. Puffer’s retirement at the end of ...
(Date:10/13/2017)... EDWARDSVILLE, Ill. (PRWEB) , ... ... ... University Edwardsville School of Pharmacy (SOP) alumni Hannah Randall, PharmD ‘17, and ... educated healthcare professionals on guideline updates for the primary prevention of cardiovascular ...
(Date:10/13/2017)... ... October 13, 2017 , ... Many families have long-term insurance ... care insurance companies have a waiver for care if the client has a cognitive ... the family pays for care, is often waived, so the benefits from their insurance ...
(Date:10/13/2017)... ... ... Global Healthcare Management’s 4th Annual Kids Fun Run brought out many kids this ... by Global Healthcare Management’s CEO, Jon Letko, is aimed at getting kids excited about ... ages; it is a non-competitive, non-timed event, which is all about having fun and ...
Breaking Medicine News(10 mins):
(Date:9/27/2017)... for their devotion to personalized service, SMP Pharmacy Solutions announces ... the South Florida Business Journal,s 50 Fastest-Growing Companies, and listed ... national specialty pharmacy has found its niche.  To that end, ... honored by SFBJ as the 2017 Power Leader in Health ... his award in October, Bardisa said of the three achievements, ...
(Date:9/25/2017)... 2017  EpiVax, Inc., a leader in the ... today announced the launch of EpiVax Oncology Inc., ... therapeutic cancer vaccines. EpiVax has provided $500,000 in ... enabling technologies to the new precision immunotherapy venture. ... Oncology as Chief Executive Officer. Gad brings over ...
(Date:9/22/2017)... , Sept. 22, 2017 AVACEN Medical ... device is now successfully helping those with the widespread ... Fibromyalgia diagnosed Amanda in Essex, England ... and washing my hair, experiencing no sleep at all, ... painful spasm… I cannot recommend [the AVACEN 100] enough, ...
Breaking Medicine Technology: