A new study led by researchers at the University of Bristol has found that people trying to resist food cravings may be using social media content featuring indulgent meals as a substitute for actually eating them. The findings challenge the long-held assumption that exposure to tempting food imagery leads to overeating.
The research, conducted in collaboration with the University at Buffalo School of Management, explored how visual engagement with food content influences eating behaviour. Across three experiments involving 840 participants aged between 19 and 77, researchers combined online surveys with a controlled laboratory study to examine how people respond to food-related media.
Visual Exposure May Reduce Real Consumption
In one of the experiments, participants were shown short social media-style videos featuring both high-calorie and low-calorie chocolate desserts. Dieters spent around 30 percent more time viewing indulgent options compared to non-dieters.
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