Decoupling of desire and salivation over repeated chocolate consumption and the moderating role of food legalizing

This study aimed to investigate the responses in desire and salivation during repeated chocolate consumption, and examining how these responses are influenced by a relaxed relationship with food, or 'food legalizing'. Salivation is often used as a proxy for desire, though evidence for this correlation is mixed. We hypothesized that both desire and salivation would decrease with repeated chocolate intake. Additionally, research has suggested that eating styles may affect habituation rates. We proposed that individuals with the food legalizing trait would habituate more rapidly to chocolate, providing an alternative mechanism to reward sensitivity associated with restrained eating. Fifty healthy-weight individuals participated in the study, consuming five blocks of chocolate (each 4 g, 22 calories) over trials. After the trials, participants were allowed to eat as much chocolate as they desired. The results showed that salivation was not correlated with self-reported desire over repeated chocolate consumption. While desire decreased with repeated intake and predicted ad libitum consumption, salivation increased and did not predict ad libitum consumption. Furthermore, food legalizing moderated the rate of responding in terms of the desire to eat but did not affect salivary flow. These findings suggest that salivation is not a reliable physiological measure of desire when eating chocolate. Instead, salivation appears to reflect sensitization to the sensory characteristics of chocolate and is less predictive of subsequent ad libitum chocolate consumption than self-reported desire. Lastly, having a carefree relationship with chocolate may help regulate its consumption, highlighting the potential benefits of a relaxed attitude toward food.