It turns out we tend to make quicker decisions…when we’re hungry. Xiuping Li, a psychologist at the National University of Singapore, asked participants to pretend they were photo editors, some sorting food photos, others landscape photos.
It turns out we tend to make quicker decisions…when we’re hungry. Xiuping Li, a psychologist at the National University of Singapore, asked participants to pretend they were photo editors, some sorting food photos, others landscape photos. And then they participated in the lottery, and its conditions were chosen by themselves. A quick but small win was preferred by those who were irritated by mouth-watering pictures (60%). In another experiment, women tried on sweaters in booths lit by candles. Typically, 17% of them made a purchase. But, as soon as the chocolate-scented candle was lit, the percentage of purchases increased to 70%. Hunger makes us more impulsive. It is more difficult for us to restrain ourselves, as if we become children, unable to give up what we like.