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Why do People…

               Crave for Chocolate? 

 

Hypnosis to Help with Chocolate CravingsTo crave means to have an intense desire for something and in the case of chocolate it means a strong liking or obsession for it, and in excessive amounts. The interesting question to ask is why people crave for chocolate? Chocolate works like a drug in the body that is why like medicine, chocolate can also be very addictive. For this reason also, craving for chocolate is associated with problems in weight gain.

Chocolate being able to evoke similar drug related pharmacologic effects and behaviour patterns has a high potential to be very addictive.  To add to these characteristics that make people crave for chocolate are the hedonic pleasures it gives from its sweet taste, smooth texture and inviting aroma. The pleasure that it gives makes it the primary factor why people crave for chocolate and in some instances become addictive.
In addition to the hedonic pleasures that chocolate gives it is also closely associated with positive behaviour, mood and emotion changes. These behavioural changes are an effect of chocolate’s components such as biogenic amines, cannabinoids and methylxanthines that give the brain the boost it needs to create the positive feeling and emotion.
These brain effects come from the stimulation of dopamine and serotonin as an effect of chocolate consumption. Dopamine and serotonin are considered as “happy hormones.” These hormones tend to fluctuate especially among women as an effect of the hormonal changes associated with the menstrual cycle. This explains why during the pre-menstrual period women crave for chocolate to counter the mild depression syndrome effects of the hormonal changes.
People who crave for chocolate find this boost an extra source and means of relaxation or positive sensory stimulation. These psychopharmacologic effects are real that is why chocolate craving can potentially result to chocolate addiction and weight gain problems.
Since, chocolate craving has the potential to cause more serious health problems such as high cholesterol levels, high blood pressure, excessive weight gain and serious behaviour conditions such as obsessive chocolate craving or chocolate addiction, hypnotherapists suggest early detection and treatment.
Hypnotherapists can help the chocolate craving and it can be controlled through hypnosis. Hypnosis for weight loss is the method of altering the state of consciousness to positively re-channel the pleasure centres to more acceptable and positive means such as exercise and other relaxation techniques. Hypnotherapy works by allowing the individual to consciously decide to control the chocolate craving.
A hypnotherapist conducts hypnotherapy as a series of treatment sessions until the desired outcome is achieved. (Which for a Chocolate Craving is usually only one or two sessions) It is done through the process of hypnosis. Hypnosis for weight loss allows the hypnotherapist and the individual to access the subconscious pleasure centres of the latter. Then both the hypnotherapist and individual will work together to disassociate chocolate craving from feelings and emotions; hunger and appetite pleasure centres.
To disassociate means that an individual will gain conscious control of eating chocolate only in acceptable amounts. It will allow the individual to control the chocolate craving because the pleasure centres will be trained to focus on healthier and productive means of relaxation and satisfaction.
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Brain Effects of Chocolate and How it Becomes Addictive

Chocolate has a long history of use and consumption and is in fact famous among royalties around the world from the early ancient times. It has been a popular drink as early as 460 AD and in the past, chocolate used to be a bitter drink that provides energy and vitality for those who consume it. Among the famous people who were known chocolate drinkers include Aztec Emperor Montezuma, Christopher Columbus and Swiss confectioner Rodolphe Lindt.

It was also used as a medicinal alternative to cure symptoms like weight loss, body weakness, stomach aches, anemia, fever, skin irritations, poor sexual appetite and many others.

Today, chocolate has evolved into a variety of uses and has caught the attention of researchers on its effect to the brain. Researchers have also tried to identify its close association with issues like weight gain, eating disorders and chocolate addiction.

Chocolate addiction presents itself in various ways according to studies. They can manifest as a result of mood and behavior conditions; it can also be a symptom of dieting and eating issues; or it can be associated with the pleasure centres of the brain that provides euphoric effects.

The specific effects of eating chocolate are associated with certain brain activities, which will explain why it becomes very addictive. A group of neuroscientists from the US and Canada performed a study using PET (positron emission tomography) scan to determine the activities and areas of the brain that are associated with chocolate addiction. The results showed that the pleasant sensation and sweet taste of chocolate were attributed to the increased blood flow to the orbital frontal and mid part of the brain.

These areas of the brain control thoughts, emotions and feelings, which are also seen to have been activated in people with addiction to cocaine. In addition, the frontal lobe of the brain contains the highest levels of Dopamine, which controls attention, reward and drive. The midbrain on the other hand, also produces certain levels of Dopamine that has an important role in motivation and habitation characteristics of humans.

This gives an interesting explanation to the effect of eating chocolate to the brain. Consumption of chocolate stimulates the frontal and mid lobes of the brain that then fuels the Dopamine rush, which creates the euphoric sensations that makes it addictive. The same study also showed that eating chocolate takes several levels of motivation. This is significant to consider because the effects of eating chocolate as a form of reward or as a form of pleasure satisfaction record different brain activities.

Another point to consider is the fact that chocolate like addictive drugs are considered “primary enforcers,” therefore, are both perceived as highly addictive. Chocolate addiction is further elicited by the smooth texture and sweet taste that makes it very pleasant and rewarding.

Since this is considered a behavior concern, one of the treatment methods to consider is hypnotherapy. Hypnotherapy for chocolate addictions is conducted by a professional hypnotherapist to alter the state of consciousness that will focus the attention of the client to other relaxation and pleasure centres of the brain that will take the place of the sensations provided by eating chocolate. A hypnotherapist will conduct hypnosis and work with the client to consciously re-channel attention to other relaxation activities that will focus the same level of satisfaction that eating chocolate provides.