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

Dec 15, 2008

Indulging in just one small chocolate truffle can induce cravings for more sugary and fatty foods—and 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.

Citation: Juliano Laran and Chris Janiszewski. "Behavioral Consistency and Inconsistency in the Resolution of Goal Conflict." Journal of Consumer Research: April 2009.

Source: University of Chicago

Explore further: Rare early shakespeare compilation found in small French library

add to favorites email to friend print save as pdf

Related Stories

Recommended for you

James Watson's Nobel Prize to be auctioned

Nov 25, 2014

Missed the chance to bid on Francis Crick's Nobel Prize when it was auctioned off last year for $2.27 million? No worries, you'll have another chance to own a piece of science history on Dec. 4, when James D. Watson's 1962 ...

Engineers develop gift guide for parents

Nov 21, 2014

Faculty and staff in Purdue University's College of Engineering have come up with a holiday gift guide that can help engage children in engineering concepts.

Former Brown dean whose group won Nobel Prize dies

Nov 20, 2014

David Greer, a doctor who co-founded a group that won the 1985 Nobel Peace Prize for working to prevent nuclear war and who helped transform the medical school at Brown University, has died. He was 89.

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.