Sugar Cravings Prove Stronger Than Health Concerns
Researchers from HSE University–Perm used EEG to study how sugar cravings and interest in healthy eating affect the evaluation of Cola-flavoured beverages. During the tasting, participants assessed the taste of each beverage and named the maximum amount they would be willing to pay for it. The results showed that the more interested a person was in their health, the harder and more cognitively taxing it was for them to decide whether they were willing to pay, and the smaller the amount they were ultimately willing to spend. The study was published in the British Food Journal.
23 July
