Updated on 7 June 2013
Study: The more you deprive yourself of chocolate, the more your brain would crave for it
Singapore: Researchers at the University of British Columbia, US, have found that the more you ignore an object, the more our brain concentrates on it. The study also found that people become less obsessed with a forbidden object if they know that others around them too can't indulge. The article was first published in the journal, Cognitive, Affective and Behavioral Neuroscience.
Also, when an object is forbidden to a group (for example chocolates), the allure of the object reduces dramatically. The researchers used electronic brain imaging and memory tests for this and found that the forbidden objects were recognised as well as self-owned objects. This was interpreted as a sign of unnecessary heightened concentration.
Furthermore, the study explained how participants were shown images of everyday objects and told the objects were either theirs, someone else's, forbidden to them or forbidden to everyone.
The study titled, 'An unforgettable apple: Memory and attention for forbidden objects', revealed how the brain's awareness is heightened towards an object or a pleasure that is forbidden.
Speaking about the findings of the study, Dr Grace Truong, lead author from the University of British Columbia, US, said that, "Our findings show that when individuals are forbidden from everyday objects, our minds and brains pay more attention to them. Our brains give forbidden objects the same level of attention as our own personal possessions."