LONDON: People spend longer looking at fast food content on social media when they are on a diet, a study has suggested.
The new research, led by the University of Bristol, found dieters are likely to spend more time looking at videos of high-calorie foods than non-dieters.
Dr Esther Kang, lecturer in marketing and lead author of the study, said people trying to control their diet may use visual food content as a way to satisfy cravings.
While dieting participants in the study were likely to spend more time looking at videos of unhealthy food, they consumed less than non-dieters when presented with the real thing.
Kang said: "It may sound counterintuitive, but our findings show that people, particularly those trying to control their diet, can use visual food content as a self-regulation tool.
"Engaging with food imagery may help satisfy cravings without actual consumption.
"In today’s digital environment, where food content is highly accessible, this type of visual engagement may offer a simple and non-invasive way to support dietary goals.”
The research involved 840 participants aged 19 to 77, combining two online surveys and a controlled laboratory study.
When viewing short videos on social media depicting both high-calorie and low-calorie chocolate desserts, dieters spent 30% longer viewing the indulgent option compared with non-dieters, one experiment found.
However, when later presented with real chocolates, dieters consumed significantly less than non-dieters.
Kang said: "The dieters clearly embraced this form of ‘digital foraging’, spending more time looking at the indulgent dessert.
"Furthermore, contrary to what might be expected, when given the chance to really have some chocolate they exercised much more self-control than the non-dieters.”
In another experiment, participants were shown short videos of junk food such as pizza and chips alongside images of video clips on social media platforms displaying healthy food options, such as salad, yoghurt and smoothies.
Dieters were more likely to look at the unhealthy food and consumed this content for around 50% longer than non-dieters, the study found.
Kang added: "Weight loss is a huge business.
"Our study results suggest there may be a vast array of free online material which could assist people who are trying to resist their unhealthy cravings and steer clear of such treats.
"While we’re of course not claiming imagery could wholly replace the desire to eat chocolate or other indulgent foods, they could perhaps help people who are watching their calorie intake to reduce or avoid overindulgence.” – dpa
