The social psychology of eating

While medical approaches emphasize hunger and satiety as the root of obesity, they are usually not the most significant causes of overeating. “Socially informed perceptions of which foods are appropriate to eat, when they should be eaten and how much should be consumed have a greater impact on our food intake than feelings of hunger or fullness,” according to a University of Toronto study published in Physiology & Behavior.

Environmental cues shape eating decisions, in addition to physical or nutritional needs. The choices that our fellow eaters make often determine how much we eat. Norms may become elevated depending on the social context. For example, an individual may refuse second helpings at a formal meal but accept them when eating at an all-you-can-eat buffet or among family and close friends.

“People are often rudderless in eating situations and they look to the activity of others, their own previous behavior or other social cues to guide them and thereby consume more than they need. Frequently, eating occurs within what we have termed a zone of biological indifference, in which the individual is neither genuinely hungry nor genuinely sated. Without any particular biological reason to start, continue or stop eating, we are particularly vulnerable to socially based influences.”

“Norms of appropriateness have yet to achieve mainstream status in current medical research into obesity and overeating and in public policy concerned with curbing the obesity epidemic. No one seems to be aware of the power that social influence has on eating, but if such considerations are integrated more deeply into this area, we may see some more practical results.”

I think that the concept of the “zone of biological indifference” is important in weight management, because it underlines the power of the social context surrounding eating. Most people eat not because they are hungry, but because other people just happen to be eating as well. It all goes back to developing awareness, and the skill of making consistent conscious choices about food. Not an easy task, obviously.