We’re Suckers For The Thrill: The Guilt Factor Makes Us Enjoy Being Bold

Just one piece of chocolate? Please? Pretty please?

That’s our inner voice talking… but we’re on a diet so the little piece of chocolate stays out of our hands… unfortunately.

But did you know that it’s not just in your head, that cheeky cube of chocolate would actually have tasted nicer that you are on a strict diet.

Scientists reckon there's an actual physiological reason why snacking is more pleasurable with a side helping of guilt.

Researchers from Northwestern University in the United States have found that people who are 'primed with guilt' before eating enjoy their food more.

Now we know where the term 'guilty pleasure' comes from!

Oh, go on then!

Scientists believe that the brain automatically associates pleasure with guilt and vice versa, so the feeling of eating unhealthy, fatty foods is actually enjoyable.

But the link between guilt and pleasure does not stop at food.

In another experiment, women were asked to relive their guiltiest moment before being shown online profiles of attractive men on a dating website. The study showed that the women who had felt guilty enjoyed the experience of online dating more.

Lead researcher Kelly Goldsmith said, "Guilt is linked with pleasure because often times when we experience guilt, we experience pleasure.

“I think for a lot of people these cognitive associations can form just based on what we called repeated coactivation. When pleasure's activated, guilt is activated, and so in our brains, over time, those two become connected."

Looks like we’re suckers for the thrill!