Does chocolate taste better to you when you are on a diet? You are not an exceptional case. According to a Northwestern University study published in the Journal of Marketing Research , the guilt we feel if we put a piece of chocolate in our mouths while undergoing a weight-loss regimen makes it much more enjoyable , even than the perception of its flavor improve. In other words, the more guilty we feel, the more pleasure we get from consuming a food that we consider "forbidden."
The authors of the study, which has been coordinated by Kelly Goldsmith, believe that the relationship between guilt and pleasure could also make it difficult to give up unhealthy habits such as smoking or consuming too much alcohol.
