I love the introduction to the scientific paper called Eating with our Eyes: “One of the brain’s key roles is to facilitate foraging and feeding. It is presumably no coincidence, then, that the mouth is situated close to the brain in most animal species.”
The mouth is close to the brain, indeed! This same paper talks of ‘food porn’. We are currently obsessed with images of food. Instagram feeds are crammed with photographs of meals and snacks. Cookery channels dominate television with depictions of luscious ingredients whisked into appetising meals. Food has become more forbidden than sex. We are ogling pictures of it in the same way that men used to sneak glances at 1970’s centrefolds.
In America, digital media influences more than 70 percent of the food eaten by households. Research show that “external food cues, such as the sight of appetizing food can evoke a desire to eat, even in the absence of hunger.” Again – no kidding… these scientists seem to spend years researching things that you and I knew to be true from a relatively young age.
What’s really interesting is that physical things occur within us, just from seeing a picture. We salivate (we all know that). But more worryingly, we produce insulin. Our bodies shoot out the hormone required to deal with the sugar even when we haven’t eaten it. And of course, when our insulin goes up, we crave sugar even more to balance it out. Even our heart beats faster in anticipation of the food.
This is where we need to track back to hunger. Food manufacturers know that seductive images of delicious food will draw us in, hungry or not. And our brains will take the trigger and act on it, without even consulting our conscious selves.
If we can stay in touch with our natural appetite, and eat when we are hungry, it reduces the impact of these external stimuli, and allows us to remain in control of what we eat and when.
Excerpt from ‘Why we Cheat when we Eat and how to stop’.