Omnivore - Where do food cravings originate?

It's all in your mind

Science provides another shocking revelation. If you are craving a particular food, you are likely mentally picturing it:

Where do food cravings come from? Many research studies suggest that mental imagery may be a key component of food cravings — when people crave a specific food, they have vivid images of that food. Results of one study showed that the strength of participants' cravings was linked to how vividly they imagined the food. Mental imagery (imagining food or anything else) takes up cognitive resources, or brain power. Studies have shown that when subjects are imagining something, they have a hard time completing various cognitive tasks. In one experiment, volunteers who were craving chocolate recalled fewer words and took longer to solve math problems than volunteers who were not craving chocolate. These links between food cravings and mental imagery, along with the findings that mental imagery takes up cognitive resources, may help to explain why food cravings can be so disruptive: As we are imagining a specific food, much of our brain power is focused on that food, and we have a hard time with other tasks.

And — you'll never guess — if you think about a unicorn instead of chocolate, your chocolate craving will likely diminish.

It may be possible to use cognitive tasks to reduce food cravings. The results of one experiment revealed that volunteers who had been craving a food reported reduced food cravings after they formed images of common sights (for example, they were asked to imagine the appearance of a rainbow) or smells (they were asked to imagine the smell of eucalyptus). In another experiment, volunteers who were craving a food watched a flickering pattern of black and white dots on a monitor (similar to an untuned television set). After viewing the pattern, they reported a decrease in the vividness of their craved-food images as well as a reduction in their cravings.

(Photo courtesy of Ayushveda.com.)