A new study has confirmed that forbidden food does indeed taste better, with participants ranking stolen French fries as nearly 40 per cent more enjoyable than those served directly to them. The research, conducted by Valentin Skryabin of the Russian Medical Academy of Continuous Professional Education in Moscow, explored whether moral transgression might enhance gustatory pleasure.
The Experiment
As part of the experiment, 120 participants were each given the same chips to eat on four occasions. Despite being identical servings, they were acquired in different ways. Participants either received their own portion directly, had a second portion gifted by another diner, or were instructed to take French fries covertly from another person's plate while they were distracted. In a higher-risk scenario, they stole from a plate where a stern-looking stranger was present.
Findings
The study found that the higher the risk, the tastier the fries were reported to be. "Across covert-taking trials, guilt was positively associated with enjoyment, as was excitement," the study found. "Our data reveal a social risk gradient: fries taken covertly from stern confederates were rated markedly superior to those obtained legitimately or through generosity."
Psychological Insights
Psychology has indicated that perceived threats which prohibit someone from acquiring an object can often increase desire and enjoyment. Humans find small acts of transgression exciting. Economists have also noted that the appearance of scarcity and restricted access can make an object more desirable.
Controlled Conditions
While the participants were encouraged to steal food, this was undertaken in controlled conditions that evoked the emotions accompanying a transgression without any legal or criminal repercussions.
Human folklore has long claimed that stolen food tastes better, resonating in Italian kitchens with the phrase "Il cibo rubato ha più sapore" and in Japanese as "nusumigui", meaning secret eating is tastier. This study provides scientific backing to that age-old wisdom.
