British research
In a recent British study students were divided into two groups. Both groups were fed chocolate. Members of one group were fed chocolate when they were hungry, but students in the other group were only fed chocolate when they were full. The students that were fed chocolate when they were hungry learned to associate hunger with chocolate. Although the other group still liked chocolate, they didn’t really crave it when they were hungry.
Soft drink advertisements
In the same way as we learn to associate certain foods with hunger, we also learn to associate certain drinks with thirst. Advertisers know this, and they encourage consumers to quench their thirst with particular high-energy soft drinks. What they are really doing is teaching people to associate thirst, or craving, with their product.
Garry’s recommendation
Don’t eat foods you crave when you’re hungry. By all means enjoy them as treats when you’re not hungry, or after a meal. That way you won’t learn to associate those foods with hunger.
Further information
Dr Garry Egger started GutBusters, a scientifically based program that uses waist measurement, not weight, as an indication of fat loss in men. To contact GutBusters phone 1800 674 688, or visit their website: http://www.gutbusters.com.au