Why Does Weight Loss Make You More Hungry? Psychology of Appetite on a Diet

Ever noticed that when you go on a diet, suddenly everything seems more appetizing, and your appetite seems to skyrocket?

This phenomenon is reverse psychology, in which we tend to act contrary to our instructions. When we’re advised against doing something, we are inclined to do it even more, and conversely, when we’re told to do something, our motivation to comply diminishes. Most of us have encountered this intriguing behavior at some point. It’s no different when it comes to dieting. Suddenly, foods we were indifferent to before become irresistibly appealing, and despite our awareness of their detrimental effects, we find ourselves yearning for them intensely. And when we succumb to these cravings, we often attribute it to our lack of self-control.

Indeed, this phenomenon of reverse psychology is quite natural, and it’s formally termed the reactance effect, a concept first coined by American psychologist Sharon Brehm in 1966.

The reactance effect stems from our innate desire for personal freedom. When this freedom is curtailed or threatened in any way, we instinctively respond with psychological resistance, which is precisely what the reactance effect entails. This resistance isn’t limited to external factors or influences; it can also arise from self-imposed restrictions.

This concept has a direct relevance to matters of dieting and appetite control. In essence, when we instruct ourselves not to indulge in certain foods, our natural inclination is to crave them even more. It’s not merely a matter of willpower or fleeting emotions; it’s a genuine psychological response.

Thus, when we restrict our food intake for a diet, we experience a backlash and want to eat more. Conversely, we resist when encouraged to eat diet-friendly foods like proteins and vegetables.

In a 2015 study by Heidelberg University, when participants were told they must eat fruit, they ate less, and some even avoided fruit entirely after the experiment ended.

Many people fail their diets because of this psychological reaction. A dieting method that uses the reactance effect has emerged, called intuitive eating.

Developed by Evelyn Tribole and Elyse Resch, intuitive eating doesn’t distinguish between “good” and “bad” foods. If you’re hungry, you eat what you want until you are satisfied.

This approach encourages letting go of obsessive thoughts about food and exercise during a diet, suggesting that a relaxed and healthy mindset and attitude can lead to more effective weight loss.

One advantage of intuitive eating is that you can eat what you want whenever you want, which prevents the reactance effect and makes it easier to control your food intake.

Of course, the effectiveness and speed of weight loss can vary from person to person. But if your diet keeps failing because of the ‘contrary Mary’ syndrome, why not try intuitive eating?

By. Soo Jung Shin