An empty stomach makes us impatient and forces us to settle for less reward.
Scientists at the University of Dundee, Australia, have studied how hunger affects decision-making. An article on the results of their work was published in the Psychonomic Bulletin & Review.
Researchers surveyed 50 respondents on their preferred reward. Each person was interviewed twice: when the respondent was hungry and full, respectively. And the hypothetical prize was food, money, or listening to pleasant music.
The subjects were offered to get what they want now or after a while, but twice as much. Those who ate normally and did not feel hungry were willing to wait for the double reward for up to 35 days on average. However, after a day of fasting, respondents lost patience and were not ready to wait more than three days.
The most surprising finding of the study for scientists was the fact that hunger changed people's preferences for rewards that had nothing to do with food. The work of Australian scientists enables people to adequately assess and mitigate the effects of hunger when making decisions that are focused on long-term goals.
“We wanted to know if hunger had a specific effect on decision-making only in the area of food, or if it had a broader effect; this study shows that hungry people become more focused on the moment when making decisions,”said study leader Dr. Benjamin Vincent.
In his opinion, this aspect of human behavior can be used by marketers, so people should be aware that their preferences - and not only food - can change dramatically depending on the feeling of hunger. “For example, you were going to talk to a credit counselor,” the scientist gives an example. "If you're hungry, it can make you worry more about meeting [current needs] immediately at the expense of a potentially brighter future."
Polina Gershberg
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