Researchers from Nanyang Technological University, Singapore, have discovered that watching immersive videos of candy consumption could significantly reduce cravings for the sweet treat.
The study involved 317 Singaporean residents and found that participants who watched the immersive videos ate 32% to 38% less candy compared to the control group.
The researchers suggest that the results may offer potential for therapeutic interventions aimed at managing compulsive eating behaviors.
The Power of Immersive Videos
Immersive videos, which use technologies like virtual reality, augmented reality, and 360-degree videos, place viewers in an engaging setting, making them feel like active participants.
The researchers note that repeated exposure to such immersive videos results in a phenomenon called habituation, reducing one’s physiological and behavioral response to food cues.
Inspired by Mukbang Videos
The study drew inspiration from the mukbang phenomenon, where viewers watch individuals consume large amounts of food.
Contrary to triggering unhealthy eating behaviors, the study found that immersive videos might actually reduce cravings, leading to habituation or feelings of fullness.
Adding the Element of Smell
Extending their study, the researchers also introduced olfactory cues by diffusing the scent of chocolate while the participants watched the videos. This addition resulted in a further 11% reduction in candy consumption.
The scent appeared to enhance the habituating effects of visual cues, a concept known as embodied cognition, where sensory experiences blend to form a collective effect.
Implications and Future Research
Assistant Professor Benjamin Li Junting, who led the study, sees potential applications for individuals looking to curb their appetites or manage compulsive eating behaviors.
The researchers also plan to explore the long-term effects of repeated exposure to immersive videos, hypothesizing that the findings could have a lasting impact on eating behaviors.
Takeaway
While more research is needed to fully understand the long-term impacts, this study suggests that immersive videos, when used strategically, could contribute to reducing cravings and promote healthier eating habits.
Future research may explore different sensory cues, like savory scents, to fully understand how these multisensory experiences influence eating behaviors.
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The study was published in Scientific Reports.
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