The study says that the feeling of guilt prepares women to have more pleasure in eating something which they consider to be illicit. The study led by Kelly Goldsmith of the Kellogg School of Management was carried on 40 women, who were divided into two groups.
The first group was given a magazine about 'Healthy Living' where they will see pictures of individuals looking slim and fit. The second group was given a magazine with pictures unrelated to well being. All the participants were given a chocolate bar at the end of the day and asked how much they enjoyed eating it.
And surprisingly, the group which had read the health magazine liked eating chocolate 16 percent more than the group that was given a magazine with pictures unrelated to well being, says Kelly Goldsmith.
If a product is advertised as 'guilt free' product then it creates a wrong perception about its taste and lowers the expectation of pleasure. So it is the guilt factor that increases the pleasure.