We’ve all been there. You’re unpacking groceries from a trip to the store and uncover some questionable purchases. Most times, these items are not the smart, healthy choices you typically make. It dawns on you your belly was writing cheques your mind wouldn’t normally cash. Suddenly, that bag of cookies makes a lot more sense.
You’re not alone! And there is scientific evidence to back it up. A recent study put this phenomenon to the test by having hungry people shop, and scientists track their decisions. The results, unsurprisingly, showed that hungry shoppers were far more likely to be tempted into choosing higher calorie products. The study found that the hungry people bought an average of 5.7 high-calorie products, while the non-hungry shoppers came in at an average of 3.9.
Another study, conducted by the Food and Brand Lab at Cornell University, looked at hungry shopping in the real world by analyzing purchases made during what they deemed a hungry time of day, 4 p.m. to 7 p.m., versus purchases made during a non-hungry time of day, 1 p.m. to 4 p.m.
Their results were similar: hungry shoppers bought fewer low-calorie foods than their non-hungry counterparts. The scientific conclusion of the study found that one’s choices are negatively impacted by food deprivation, even if it is only in the short term. In other words, people should be aware of when they are food deprived and make a more conscious effort to fight their instincts – or avoid making decisions altogether while hungry.
Imperial College London Endocrinologist Tony Goldstone looked at the results of the study and concluded, “It overall is pointing to what we expected.”
From an evolutionary perspective, the idea makes sense. Throughout most of human history, people strived to find the highest calorie foods to sustain themselves for longer periods of time.
Goldstone adds, “The body is always trying to defend its state, and it makes very logical sense that if you’re going for a period without food, and you’re wanting food, you’re more likely to go for the food that’s high-calorie. If we’re needing energy, we’re not going to go out for lettuce.”
This evolutionary human instinct has wider implications in terms of the link between obesity and food insecurity. If you don’t know when or where your next meal is going to come from – particularly from a financial standpoint – and high-calorie items are also cheaper, they will most likely to be your choice.
So, what’s the best way to combat hunger-driven decisions? Obviously, don’t shop when you’re hungry. Perhaps easier said than done. People aren’t likely to drive by the grocery store, go home, eat lunch or dinner and then go back out to grab groceries. It’s inefficient. Instead, the best option is to carry snacks with you, like fruit or nuts, and eat a little something right before you enter the store. Or even chew gum. Yes, chewing gum will keep your brain engaged enough so you can make wiser decisions.
And, of course – Water, water, water. Water fills you up when there is no food available and can put you in a position to make purchases based on your brain and not your belly.
Lorne Marr is a fitness enthusiast and blogger. Visit his site at http://lornemarrfitafter45.ca.
Lorne Marr is a fitness enthusiast and blogger. Visit his site at
http://lornemarrfitafter45.ca