Altruistic indulgence: people voluntarily consume high-calorie foods to make other people feel comfortable and pleasant

We explored a novel phenomenon where people in certain social contexts voluntarily consume high-calorie foods with the altruistic motive of making other people feel comfortable and pleasant. We hypothesized that people are likely to choose a high-calorie food, especially around others with whom they have communal relationships (e.g., friends), because of the desire to induce in others feelings of pleasantness rather than guilt. A field study at...