Feeds

Profs: Eating Belgian truffles will make you buy a Mac

Homemade meringues = Linux, presumably*

Intelligent flash storage arrays

In a development whose majorness would be hard to overemphasise, research by topflight eggheads has revealed that eating just one Belgian truffle could turn you into a Mac fanboy, or indeed girl.

The news comes to us from the periodical read by all corporate spammers who are serious about their profession, The Journal of Consumer Research, publishing the results of an in-depth analysis by selling-people-stuff profs Juliano Laran (University of Miami) and Chris Janiszewski (University of Florida).

The two salesman-academics ran a study which involved giving one group of people a chocolate truffle, and asking another group to be strong and abstain. It appears that scoffing just one fancy choc, according to the profs, tends to unleash a "what the hell" syndrome. The truffle-gobblers then feel a strong desire for more treats - for instance ice cream, pizza, and potato chips - while the puritanical group found it easy to spurn any further delicious but possibly nutritionally unwise offerings.

If that was all, frankly we wouldn't have bothered you. But it's not.

"A second study again had people eat or resist a chocolate truffle and asked them to indicate how much they desired several products that are symbols of status [for example] an Apple computer... People who ate the truffle desired the status products significantly more than those who had to resist the truffle," write Laran and Janiszewski.

There you have it. Eating overpriced chocs which come in a pretty, wantable box will lead to the purchase of... well, you get the idea.

"Our research shows that small acts may lead people to unconsciously seek more indulgence," the authors conclude.

Their paper is called Behavioral Consistency and Inconsistency in the Resolution of Goal Conflict, and will be published in the April '09 edition of the The Journal of Consumer Research. ®

Bootnote

*Requires some skill to achieve at home; tends to make the achiever incomprehensibly smug. The natural Windows types would, by extension, tend to favour mainstream, occasionally faulty but accessible treats (doughnuts, perhaps) lying between the intuitive, gorgeous truffle and recondite delicacies fashioned from commonly available basic ingredients and open-source knowledge. Insert your alternative OS-as-confectionery analogies here.

Providing a secure and efficient Helpdesk

More from The Register

next story
GRAV WAVE DRAMA: 'Big Bang echo' may have been grit on the scanner – boffins
Exit Planet Dust on faster-than-light expansion of universe
Mine Bitcoins with PENCIL and PAPER
Forget Sudoku, crunch SHA-256 algos
SpaceX Dragon cargo truck flies 3D printer to ISS: Clawdown in 3, 2...
Craft berths at space station with supplies, experiments, toys
NASA rover Curiosity drills HOLE in MARS 'GOLF COURSE'
Joins 'traffic light' and perfect stony sphere on the Red Planet
'This BITE MARK is a SMOKING GUN': Boffins probe ancient assault
Tooth embedded in thigh bone may tell who pulled the trigger
DOLPHINS SMELL MAGNETS – did we hear that right, boffins?
Xavier's School for Gifted Magnetotaceans
Big dinosaur wowed females with its ENORMOUS HOOTER
That's right, Doris, I've got biggest snout in the prehistoric world
Japanese volcano eruption reportedly leaves 31 people presumed dead
Hopes fade of finding survivors on Mount Ontake
That glass of water you just drank? It was OLDER than the SUN
One MEELLION years older. Some of it anyway
prev story

Whitepapers

A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.