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.

They then sorted out those women into three groups. One group was asked to look at photos of skinny models endorsing chocolate, the other group was shown pictures of larger women eating chocolate, and the last group wasn’t shown any images.

Women in the first group who looked at the thin models felt guilty and less likely to crave chocolate, while those in the group who looked at the larger models felt less guilty about eating it.

The researchers wrote in the journal Appetite, "Chocolate advertisements often include models exemplifying an idealised female form. Presumably, advertisers seek to convey the implicit message that eating this sweet is somehow conducive to enhanced physical attractiveness."

"Our findings indicate the use of thin models can increase craving but also increases avoidance and guilt," they added.

The report said that the reason for this is because slim models only remind women that they will never be able to get that body if they indulge themselves in these sweet treats.

But like what I say time and again, totally curbing your chocolate cravings isn't exactly ideal. Moderation is key. There is even a chocolate diet nowadays, so it's really about discipline.

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Joanna Maligaya

Staff Writer/Content Developer at Chocolate University Online

Ever since she can remember, Joanna has always considered chocolate as the ultimate food for her soul. She believes in the saying, “9 out of 10 people love chocolate, and the 10th always lies.”

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