‘Hedonic’ Chocolate Deprivation Triggers Increased Cravings

Child reaches for Chocolate Cake Chocolate. Just the word inspires salivation in some. With its drug-like effects on the body, many people find it hard to resist such a satisfying treat, especially when it boasts health benefits in addition to its rich and velvety taste and texture. To date, chocolate has been dubbed “the most commonly craved food in Western cultures” (Blechert, Naumann, Schmitz, Herbert, and Tuschen-Caffier, 2014).

Dark chocolate, in particular, free of chemical additives and excessive sugars, has been shown to reduce stress and inflammation, regulate fat-related metabolic activity, and balance gut flora by decreasing harmful intestinal bacteria and increasing beneficial gut microbiota (Martin et al., 2009). The flavonols and methylxanthines present in cacao and chocolate are attributed with producing these and other positive changes in the body, which have led to chocolate’s acceptance in the nutritional community as a “functional food” (Franco, Onatibia-Astibia, and Martinez-Pinilla, 2013).

Inspired by the healthful and pleasurable aspects of chocolate indulgence as well as its widespread consumption, researchers recently explored the emotional and physiological effects of what they refer to as “hedonic deprivation” of chocolate (Blechert et al., 2014). They especially wanted to examine the relationship between denial of pleasurable food intake and issues surrounding obesity and weight loss.

While dieting and deprivation are often associated with the successful loss of excess weight in the short term, studies such as this one reaffirm the notion that these methods may actually increase the likelihood of regaining lost weight in the long term.

For the study, researchers asked a small sampling of women who eat chocolate regularly (at least three times per week) to abstain from eating it for a period of one week. Before and after the week of deprivation, they examined “eyeblink startle” in response to being shown images of chocolate, as well as the subjects’ levels of frustration and depression. They also evaluated the participants’ eating habits and impulsivity using the Eating Disorder Examination Questionnaire, the Restraint Scale, and the Barratt Impulsiveness Scale (Blechert et al., 2014).

As the researchers anticipated, the participants’ feelings of frustration and depression increased during deprivation week and decreased while indulging their chocolate habits. The respondents also reported experiencing an increased desire for and enjoyment of chocolate following their brief period of deprivation, with the exception of six who claimed that they wanted to eat less chocolate after being deprived.

As a control, the participants were also presented with savory foods. The nonchocolate foods did not become more palatable following deprivation, and “eyeblink startle” was measured as being similar in response to images of both chocolate and savory food items.

So yes, in case you had any doubts, it is true that depriving oneself of tasty, calorie-rich foods—specifically chocolate—is likely to increase the physiological cravings for those foods. These findings appear to be rooted in the human response to being told “no” with regard to a certain food: As soon as something is deemed off limits, the tendency is to fixate on that item and attach forbidden pleasure associations to it. It follows that for someone who is being deprived of such pleasure-inducing food experiences, binge-eating episodes often begin with the intake of such foods.

This helps to explain the food-related impulsivity characteristic of disordered eating issues such as bulimia nervosa, binge eating, and obesity, which these researchers link to “hedonic eating,” or eating for the sole purpose of experiencing pleasurable changes in the body. Individuals with impulsive tendencies were shown to be especially susceptible to the negative emotional and physiological effects of deprivation on the brain and body.


  1. Blechert, J., Naumann, E., Schmitz, J., Herbert, B. M., and Tuschen-Caffier, B. (2014, January 9). Startling sweet temptations: Hedonic chocolate deprivation modulates experience, eating behavior, and eyeblink startle. PLOS One. doi: 10.1371/journal.pone.0085679. Retrieved from http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0085679;jsessionid=8AFA411497F8060DC1F67BED50920B06
  2. Franco, R., Onatibia-Astibia, A., and Martinez-Pinilla, E. (2013). Health benefits of methylxanthines in cacao and chocolate. Nutrients, 5(10), 4159-4173. doi: 10.3390/nu5104159. Retrieved from http://www.mdpi.com/2072-6643/5/10/4159
  3. Martin, F. P., Rezzi, S., Pere-Trepat, E., Kamlage, B., Collino, S., Leibold, E., Kastler, J., Rein, D., Fay, L. B., Kochhar, S. (2009, December). Metabolic effects of dark chocolate consumption on energy, gut microbiota, and stress-related metabolism in free-living subjects. Journal of Proteome Research, 8(12). doi: 10.1021/pr900607v. Abstract retrieved from http://www.ncbi.nlm.nih.gov/pubmed/19810704

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  • Theresa collins

    Theresa collins

    January 14th, 2014 at 3:58 AM

    Ack! this is why it is so important to not “go on a diet” but to change how you live overall.

    Going on a diet? It is nothing but a path to set you up for all sorts of future failures. No one can adhere to this sort of deprivation for long periods of time, it just makes you want to eat even more when you finally do decide to indulge a little.

    Believe me, I have learned from experience that the best thing to do is to not deprive myself of anything that I amy want, but to try to have it in moderation. That helps me keep a little better control over my eating when I do decide to go off the plan a little bit.

  • Charlotte


    January 14th, 2014 at 3:40 PM

    But how can I find that balance between just having that one little piece and not going totally over the edge? it’s like I have one piece and I want to have a pound!

  • corbin


    January 15th, 2014 at 4:03 AM

    While I find studies like this fascinating, I am interested in how this information is being taken and applied to help those who are really struglgling with this issue in their everyday lives.

    This is something that is very real to many obese people, a cycle of trying to deny themselves pleasure to obtain a goal that they perceive that society wants them to be, but at them same time they are ultimately doing something that hurts their own efforts.

    I wish that there was a way to teach a better balance with the efforts, instead of it always having to be all or nothing, showing that you can have these simple pleasures too as long as you do it in moderation.

  • Ben


    January 16th, 2014 at 6:27 PM

    I find that I am very vulnerable to this when it comes to food, but not really very much else. I could cut out the phone or TV and I might have a hard time for a little bit but I don’t think that I am going to go crazy one day and just binge watch or surf the web for hours on end after depriving myself for days on end. But if there is a specific food that I want and I am not allowing myself to have it then the longer I go without it the more likely I am to go complteely insane with it the next time I let myself have it. I think that I know logically I would be far safer just to have a little bit of it all along, but I can be pretty strong about it for a long time but then the resolve breaks down and that’s all she wrote.

  • Marla


    January 20th, 2014 at 5:04 AM

    I think that most of us know logically that if we deprive ourselves of something that we really want then eventually we are going to break down and do it anyway, but why most of us continue to make this the cornerstone of what we think is healthy eating is is beyond me.

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