Deal of the Day
Syndicate
Oct
21
Twist on Choc Myth
Filed Under Asthma, Miscellaneous
People’s desire for chocolate is fuelled by it’s “naughty but nice” status and not by any mood-enhancing chemicals the food may contain.
A Professor Peter Rogers, of Bristol University claims the treat’s pleasure-boosting properties were what increased its appeal.
High levels of substances like the brain chemical seratonin can produce feelings of elation and wellbeing, according to previous studies.
These mood-alteration properties were found in higher concentrations in other foods than chocolate - but they failed to prompt the same cravings and desires.
The Professor also said “A more compelling explanation lies in our ambivalent attitudes towards chocolate - it is highly desired but should be eaten with restraint [the nice but naughty theory].
He also said that Our unfulfilled desire to eat chocolate, resulting from restraint, is thus experienced as craving, which in turn is attributed to “Addiction”.
Another flaw in the theory that chocolate addiction is driven by its pleasure-boosting qualities is the popularity of milk over dark chocolate.
The milky variety - so loved by the British - contains a lower amount of cocoa solids, and therefore a lower concentration of potentially mood-boosting chemicals, than dark chocolate, which is not so widely used.
source: NZ Herald
Popularity: 5% [?]
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