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Upheaval Leads To Less-Familiar Choices Where Comfort Food Is Concerned

September 23, 2009 by

You’d think in times of uncertainty, people would gravitate toward familiar favorites. But a new study in the Journal of Consumer Research shows that stress and upheaval actually lead people to choose less-familiar foods over “comfort foods.” “Most of us can name our favorite ‘comfort foods’ and believe that we are most prone to seek them out during times of stress and upheaval,” writes author Stacy Wood (University of South Carolina).