Sydney: If you start binging on fast food, savour dark chocolates or can’t resist that ice cream, this may be because of an emotional event like a recent break-up as there is science behind this behaviour, says a study. Reacting to emotional events like break-ups, tends to involve reaching for the nearest unhealthy snack which is called “hedonic consumption”, said Nitika Garg, Associate Professor of Marketing at the University of New South Wales’ (UNSW) at Sydney Business School. “When you engage in ‘hedonic consumption’, you always have some kind of emotion attached to it,” she added. When you’re sad, you tend to go for overconsumption - hedonic consumption - as therapy. “Be it ice cream or a luxury handbag, there are always emotions attached,” Garg said. Research shows when people are made aware of emotion effects, they go away. (IANS)
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