Women are generally figure-conscious. We all root for that runway-ready body. Suffice it to say, we tend to watch almost everything we eat. Turns out, all the conscious efforts to keep and stay away from fattening food are upped when we see skinny chicks endorsing them.

A recent study done by the researchers at the University of Strathclyde in Glasgow showed that when a chocolate advertisement involves larger women, then viewers are less likely to worry about indulging themselves in these sweet treats.

The said researchers conducted a study wherein they asked 84 women aged 17-63 asked about their chocolate-eating patterns and if ever they felt any guilt after having consumed some.
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