Chocolate, it's all about the guilt
Dec 10, 2012
The very guilt associated with indulging in forbidden foods such as chocolate can, in fact, enhance women's enjoyment of them, U.S. researchers say. Lead researcher Kelly Goldsmith of the Kellogg School of Management at Northwestern University in Chicago said the study findings show "experiencing the emotion of guilt can increase pleasure," Time magazine reported In one of the study's experiments, 103 participants were randomly assigned to one of two groups. In the group primed to feel more guil