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Thought control and chocolate consumption

Research from the University of Hertfordshire has found that deliberately suppressing the thought of eating chocolate has the ironic effect of causing increased chocolate consumption.

The researchers investigated how thinking can affect taste preference. They gave participants a taste preference task, where they asked young people to try two brands of chocolate and answer a questionnaire.  Participants were also given two periods of thought verbalisation where they would have to verbalise their thoughts while alone. Additionally, they were given specific topics to try to think or not to think about.

The results indicated that for both men and woman those who suppressed thoughts of chocolate ate significantly more than those in the control condition. Secondly, for males, actively thinking about chocolate can enhance subsequent consumption of that food.

Dr Erskine, the lead researcher, said that ?these findings open the door to a whole host of candidates for such effects?...for example, does trying not to think about another drink make it more likely, or does trying not to think aggressively lead to aggressive behaviour?? To read more click here.

To find out more about the ironic thought control go to Carol?s blog

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