Reminders of spirituality and belief in divine intervention may lead individuals to make less healthy food choices, according to new research published in the journal Psychology & Marketing. The study suggests that a perceived sense of divine protection can lower self-control around eating ultra-processed foods.
Ultra-processed foods, which often include high amounts of fat, salt, and sugar, have been linked to various health issues, including type 2 diabetes, cardiovascular disease, and depression. However, the new findings propose that spiritual cues can foster a belief in "divine healing," thereby diminishing the perceived need for personal restraint when faced with unhealthy options.
This phenomenon, referred to as "God salience," involves the temporary activation of God-related thoughts triggered by environmental cues. Researchers explored this through the lens of compensatory control theory, which posits that individuals seek external sources of order, such as a higher power, when experiencing vulnerability or stress. In this context, a craving for junk food or general psychological stress could prompt individuals to rely on their spiritual beliefs as a form of external control.
To test this hypothesis, the study's participants engaged in various activities, including reading religious or neutral texts, listening to religious or secular music, and writing about God or their daily experiences. Following these activities, participants were asked to choose between non-processed and highly processed foods. The results indicated that those exposed to religious or spiritual reminders were more inclined to select unhealthy, ultra-processed items.
The study noted that while religious or spiritual individuals often turn to non-medical approaches, like prayer, when facing health concerns, a reminder of a higher power might reduce their apprehension about the health risks associated with certain foods. This could lead to a belief that a deity will mitigate any negative health consequences.
These findings have potential real-world implications. Researchers suggest that nutritional education could be integrated with spiritual teachings to help combat obesity. Additionally, the strategic use of secular music in environments like grocery stores might subconsciously encourage healthier food choices.
The study also found that even seemingly healthier items, such as peanut butter modified with cookie dough and chocolate chips, were favored by participants after viewing a sermon. The researchers conclude that individuals may need to confront the reality of junk food's impact on health, even when experiencing a spiritual inclination.