THE FAT LOSS: PSYCHOLOGICAL AND SOCIAL SIGNALS
Non-physiological signals can have a profound influence on food choice, quite independent of the physiological signals e.g.:
Social custom—This may over-ride physiological hunger. Celebrations held for recreational or spiritual reasons invariably centre around food and drink. In some societies the obligation to eat can go beyond feasting. In the South Pacific in earlier times, for example, women were fattened up with chicken fat to make them more desirable for prospective husbands.
Time of the day—Most Western societies tend to have set family breakfast, lunch and dinner times, perhaps reinforced by the school bell. One classic study has shown that the time on the dock may easily over-ride the natural hunger mechanism When one group of people were kept in a room with a dock running faster than normal, they became hungry and ate their meals before another group kept in a room with a dock operating on normal speed.
Food availability—Individuals have specific food preferences. Increasing the number of available food items will increase the probability that all individuals find more of their favourite foods.
Controlled experiments demonstrate that people, like rats, consume larger meals when given multiple foods than when offered a single food (you can do your own research at a buffet restaurant). Whereas in the past, limited food choices may have led to monotony and discouraged intake, this is no longer the case with our vast variety of foods.
food palatability—Palatability is largely determined by the flavour of food—taste, aroma, texture and temperature. Fat is highly palatable due to its creamy texture, and much of the flavour of food comes from volatile fatty acids.
Other factors—Restrained eaters, due to their constant dieting vigilance, may have periods of increased appetite, especially when their control or ‘willpower’ is compromised, such as during periods of stress and grief.7 This helps explain why some people eat despite not being hungry and also refrain from eating despite being hungry.
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