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Why Do We Crave What We Cannot Have?

Why Do We Crave What We Cannot Have?Whether taken literally or as an allegory, the human obsession with forbidden pleasures is certainly a defining trait.

A new study from the University of British Columbia shows that when something is declared off-limits, it takes on a new level of focus.

“Our findings show that when individuals are forbidden from everyday objects, our minds and brains pay more attention to them,” said lead author Grace Truong.

“Our brains give forbidden objects the same level of attention as our own personal possessions.”

Researcher say that the study’s most important finding, though, is that obsession is not as strong if others are also denied: when an object is forbidden to a group, the allure of the object drops dramatically.

As a practical matter, this helps to explain why group diet techniques such as Weight Watchers can be more successful than dieting alone.

It also offers important insights for compulsive hoarding and parents dealing with their children’s attachment to toys and other possessions.

For the study, groups of participants were shown images of everyday objects and told the objects were either theirs, someone else’s, forbidden to them or forbidden to everyone.

Using electronic brain imaging and memory tests, researchers found the forbidden objects were recognized as well as self-owned objects.

“Since the days of Eve and the apple, scholars have been interested in our attraction to items we should avoid,” said psychologist Dr. Todd Handy, a co-author of the study.

“Today, it is things like jumbo soft drinks, fatty foods and illicit substances. These new findings help to explain how our brain processes forbidden objects and suggests that, for resisting temptation, there’s strength in numbers. It’s harder to go it alone.”

Study findings will appear in an upcoming edition of the journal Cognitive, Affective and Behavioral Neuroscience .

Source: University of British Columbia

Woman eating chocolate photo by shutterstock.

Why Do We Crave What We Cannot Have?
APA Reference
Nauert PhD, R. (2018). Why Do We Crave What We Cannot Have?. Psych Central. Retrieved on January 18, 2019, from
Scientifically Reviewed
Last updated: 8 Aug 2018
Last reviewed: By a member of our scientific advisory board on 8 Aug 2018
Published on Psych All rights reserved.