After opening presents on a birthday or holiday like Christmas, we often dig into some kind of sweet goodie, and a new study shows there may be a psychological basis for this common chain of events.

According to a new study published in the Journal of Consumer Psychology, feeling grateful toward others increases predilection for the consumption of sweets. The study also found that the more we feel connected to other people, the more we want to indulge in sweet things.

Hey sweet thang

People around the world often use flavors, like sweet or bitter, to describe someone’s personality or actions. Sweet is almost always associated with positive feelings like empathy and kindness. Think of your grandma calling you “sweetheart”.

In order to determine if there is something more to this idea of using flavor descriptions as metaphors for emotions, the study team designed a series of analyses causing feelings of gratitude and other emotions in volunteers, then assessed their tendencies to choose and eat sweet or savory foods, or nothing at all. Through several distinctions on this simple design, the researchers learned that gratitude enhances one’s preference for sweets.

“Because gratitude involves acknowledging benefits received from the kind—or metaphorically sweet—actions of another, individuals may infer that they must be deserving of sweetness,” study author Ann Schlosser, professor of marketing at the University of Washington, said in a news release. “As a result, they prefer foods with a congruent sweet taste.”

Researchers also found the impact of gratitude on sweet preferences is most powerful for those who feel connected with others. When feeling psychologically alone, people value independence and have a tendency to see others individually. When feeling psychologically part of a group, people see more commonalities between themselves and view people more interdependently, the researchers said.

Be aware of your sugar cravings

With a growing body of evidence showing the dangers of refined sugar, the study team said people should be made aware of factors, like the feeling of gratitude, driving them toward eating sugary drinks and foods.

“Increased sugar consumption causes many serious health consequences,” Schlosser said. “And prior research tells us that people are largely unaware of the factors that drive their consumption.”

The marketing professor added that holidays are times we often feel particularly grateful and connected to others.

(Image credit: Thinkstock)