We’ll Pay More for Unhealthy Foods We Crave, Neuroscience Research Finds
We’ll pay more for unhealthy foods when we crave them, new neuroscience research finds. The study also shows that we’re willing to pay disproportionately more for higher portion sizes of craved food items.
Newswise — We’ll pay more for unhealthy foods when we crave them, new neuroscience research finds. The study also shows that we’re willing to pay disproportionately more for higher portion sizes of craved food items.
The research, which appears in the journal Proceedings of the National Academy of Sciences (PNAS), identifies an obstacle to healthy living.
“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,” explains Anna Konova, a postdoctoral researcher in NYU’s Center for Neural Science and the paper’s lead author. “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 study’s other co-authors were Kenway Louie, an NYU research assistant professor, and Paul Glimcher, an NYU professor and director of NYU’s Institute for the Interdisciplinary Study of Decision Making.
We’ll pay more for unhealthy foods when we crave them, new neuroscience research finds. The study also shows that we’re willing to pay disproportionately more for higher portion sizes of craved food items.
Newswise — We’ll pay more for unhealthy foods when we crave them, new neuroscience research finds. The study also shows that we’re willing to pay disproportionately more for higher portion sizes of craved food items.
The research, which appears in the journal Proceedings of the National Academy of Sciences (PNAS), identifies an obstacle to healthy living.
“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,” explains Anna Konova, a postdoctoral researcher in NYU’s Center for Neural Science and the paper’s lead author. “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 study’s other co-authors were Kenway Louie, an NYU research assistant professor, and Paul Glimcher, an NYU professor and director of NYU’s Institute for the Interdisciplinary Study of Decision Making.
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