The Challenge of Impulsive Eating

"Every day, most of us are faced with decisions to make about what to eat, how much, and when. Some research puts the number of food decisions we make daily at about 220. Sounds exhausting, right? Perhaps Roy Baumeister, known for his research on willpower, has a point when he says it can get depleted if we make too many decisions. Many of us end up throwing in the towel and making an impulsive choice."

"It's not just the number of decisions to be made, it's their complexity. Research from 1996 laid it out in detail. Food choices involve personal values, sensory perceptions (as in "I hate Brussels sprouts"), monetary considerations, health and nutrition, beliefs and concerns, convenience, social relationships, and food quality. And the food choices we make can be conscious or subconscious and habitual."

"Some of us are better at making deliberate decisions than others. There are people who are very focused on health and nutrition and that is what drives their choices pretty consistently. Others may not be aware of their values about food, and don't consider what lies behind a food choice. Then there's eating in response to an emotional state: It may be difficult to sort out what those emotions are. Emotions will vary by situation: when home alone, with family, or in a social situation."

People make hundreds of food-related decisions daily, and frequent decision-making can deplete willpower, increasing impulsive choices. Food decisions are complex and shaped by personal values, sensory preferences, monetary factors, health and nutrition, beliefs, convenience, social relationships, and food quality. Choices can be conscious, subconscious, or habitual. Individuals differ in deliberation: some consistently prioritize health, others lack awareness of food values, and some eat in response to emotions that vary by context. Brain responses to food pleasure vary between people, and personality traits can influence food choices. Staying focused on values and using strategies supports better decisions.

Read at Psychology Today