Neuroscience shows consumers pay more to feed unhealthy cravings

Scientists at New York University’s (NYU) Center for Neural Science (CNS) have found that consumers are willing to pay more money for unhealthy foods when they crave them, and will disproportionately pay more for larger portions.

In the study, scientists carried out experiments that asked participants to indicate how much they were willing to pay for certain a snack product once a craving had been identified. According to researchers, there were considerable differences in the perceived value of a specific food product before and after exposure to the craved foodstuff.

“Our results indicate that even if people strive to eat healthier, craving could overshadow the importance of health by boosting the value of tempting, unhealthy foods relative to healthier options,” said NYU-CNS postdoctoral researcher Anna Konova.

“Craving, which is pervasive in daily life, may nudge our choices in very specific ways that help us acquire those things that made us feel good in the past–even if those things may not be consistent with our current health goals.”

The team concluded that people were prepared to pay more for the exact same food item if they were simply exposed to it and prompted to recall specific memories of eating the snack.  The research noted that hunger had no effect on the results, indicating a distinction between craving and hunger experiences.

NYU research assistant professor and co-author Kenway Louie added: “In other words, craving Snickers does not make you hungrier; it makes you desire Snickers specifically.”

Louie also noted a spillover effect, saying that those who craved Snickers bars had a similar craving for similar products without exposure to them.

The researchers also found that test subjects were willing to pay even more for high-calorie, high-fat and high-sugar products, such as chocolate and crisps, relative to healthier snacks like granola bars.

The experiments further unveiled a connection between cravings, portion and price. Participants in the study were willing to pay a disproportionately higher amount of money for larger portions of the craved item.

“It appears that craving boosts or multiplies the economic value of the craved food,” said Konova.

Craving is of particular concern to health scientists, considered as a contributor to addiction, eating disorders and obesity.

Konova told Food Processing Technology: “Some simple strategies might include waiting several minutes (for example, 25 or more) before purchasing snack foods. We found that although still lingering, craving was substantially reduced after an hour in our studies. Another strategy might involve diverting attention. Several researchers have shown that attention bias training might help with craving.”