一項新研究證實了一件你可能已經知道的事情：我們很難抵御誘惑，不去吃那些渴望的食物。

《美國科學院院報》（Proceedings of the National Academy of Sciences）在本周一發表的研究報告中指出，那些渴望垃圾食品的人愿為它們付出更多錢，可見這種感受有多么強烈。

在一項實驗中，44位非節食者在四個小時沒有進食后，要回答他們對于15種不同快餐食品的渴望程度，以及如果有5美元的預算，他們愿意為每種食品付出多少錢。接著，每位受試者會接受多重感官的刺激，以激起他們對三種可口的食品：士力架（Snickers）能量條、奇多（Cheetos）膨化食品或可口可樂（Coke）之一的渴望。隨后，他們要回答對這種特殊食品的渴望程度，以及愿意為它付出多少錢。

研究人員發現，受試者對這種特定食品有了更強的渴望，還愿意為它平均額外付出0.66美元，或是為類似的快餐食品平均額外付出0.26美元。而對于那些相似度較低（因此更加健康）的食物，例如格蘭諾拉燕麥卷或椒鹽脆餅干，受試者卻不愿付出這么多錢，這表明他們的渴望與通常意義上的饑餓有所不同。

在第二項實驗中，研究人員對45名受試者重復了上述過程。不過這一次，每個人可以花錢購買他們渴望的任意多項食物。這一次，研究人員發現，人們愿意為喜歡的大量食物付出不成比例的更多價錢。

兩項試驗的結果表明了渴望的力量——無論是對食物還是對其他事物。

研究人員在論文中寫道：“即使人們努力健康飲食，避免吸毒，但他們的渴望也會提高不健康食品或毒品的價值，而讓健康的生活方式較之黯然失色?！?

不過，好的一面在于，研究人員估計這種渴望會在兩個小時內消散，如果“滿足渴望的條件不足，或某人自制力很強”，消散的速度會更快。因此，如果你能忍一會，或許就可以抵擋垃圾食品的誘惑。（財富中文網）

譯者：嚴匡正

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A new study confirms what you likely already know: Few things can stop us from hunting down the foods we crave.

A study published Monday in the journal Proceedings of the National Academy of Sciences found that people are willing to overpay when they’re craving junk food — underscoring just how powerful these feelings are.

In one experiment, 44 non-dieters who had not eaten for four hours were asked how much they wanted 15 different snack foods, as well as how much they would pay for each item out of a $5 budget. Next, each person went through a multi-sensory experience meant to prompt cravings for one of three desirable foods: a Snickers bar, Cheetos or a Coke. They were then asked how much they wanted that particular item, and how much they would pay for it.

Not only did desire increase, but the researchers also found that participants were willing to pay an average of $0.66 more for the item they had been made to want, and an average of $0.26 more for similar snacks. When presented with less-similar (and, thus, healthier) items, such as a granola bar or pretzels, they were not willing to pay as much, suggesting that cravings operate distinct from general hunger.

In a second experiment, the researchers repeated the process with 45 people. This time, however, individuals could opt to pay for one, two, three, five or eight “units” of whatever they’d been made to crave. This time, the researchers found that people were also willing to pay disproportionately more for larger quantities of whatever food they desired.

Taken together, the results demonstrate the power of cravings — whether for food or something else.

“Even if people strive to eat healthier or endorse drug-free lifestyles,” the researchers write in the paper, “craving could overshadow the value of health by boosting the value of unhealthy foods or drugs.”

On the bright side, however, the researchers estimated the effects of subjects’ cravings would dissipate within two hours, and potentially less time if “this good is not available, or when a person engages in self-regulation.” If you’re able to wait it out, then, you may be able to resist the lure of junk food.