Perceptions often determine reality. It’s unfortunate that much of our society has been conditioned to perceive what is good and healthy for us as also that which is “not fun” or “comfortable.” Consequently, many people cringe when hearing talk of physical exertion or glutton-free nutrition. Now, a recent study suggests that simply perceiving and consuming a food that is “healthy” may lead to increased hunger and overeating.
College students were asked to sample a protein bar and were told either that they were testing “a new health bar,” or a “chocolate bar that is very tasty and yummy with a chocolate-raspberry core.” Some time afterward researchers questioned the students about their hunger. Interestingly, hunger was rated higher by those who consumed the bar labeled as “healthy.”
Moreover, a control group who did not receive anything to eat, but who did examine the bars, was also asked to rate their hunger at the later time. The controls reported hunger at the same level as those who had eaten the bar labeled as “tasty and yummy.”
In a second study, researchers used bread instead of a protein bar, and labeled the bread in a similar manner. Afterwards, participants were offered pretzels. The participants who ate the bread labeled as “low-fat and nutritious” also ate more pretzels.
The third component of the study provided a choice of two protein bars, randomly labeled as healthy or tasty. In this case, ratings of hunger were similar between groups indicating that the power to choose may be as important as perceived deprivation.
In any weight loss program it is important to understand the psychological and emotional relationships people have with food. Avoid labeling foods with the understanding that people may be more likely to overeat later if they perceive to be depriving themselves of satiety.
HealthDay. Calling a Food ‘Healthy’ May Make You Hungrier. Friday, April 2, 2010.