EATING AND THE HUMAN BRAIN-ANOTHER EXCUSE FOR UNDISCIPLINED EATING?

Here is a theory that floats the idea that every human being has a definitive "reservoir" of self control which can be exhausted if too much effort is made to repeatedly control eating tendencies vis-a-vis highly palatable foods like sweets and other cravings. How far this theory is supported by scientific evidence is some thing subject to interpretation of some MRS scanning studies carried out by psychologists. Here is a gist of the report published in a reputed periodical that reveals the complex working of human brain when it comes to deciding about the food that is to be eaten.   

"Ever wonder why you worked so hard to avoid the lasagna at dinner only to give in to your craving for not one but two helpings of cake for dessert? Well, new research may hold some answers to this vexing question. A new study in the Journal of Consumer Psychology confirms what we've been - what we've known for some time, and that is each of us has an internal reservoir of self-control. We have a reservoir of self-control that it depletes. Every time we resist a temptation, we use a little bit of it up. But for the first time, researchers have taken pictures of the brain to show what was happening when a person exerts and then loses self-control. Dr. William Hedgcock was a co-author of the study. He is a neuroscientist and assistant professor of marketing at the University of Iowa. He joins us from Denver".

The views expressed by the scientists need further elaboration and unless there are concrete  data that support the basis of the above findings, using it for modifying human response to foods cannot be accomplished. If there are some ways human brain can be influenced it should be possible to evoke responses that will enable exercise of more self control on food choices. It is true that temptation to gorge sugar rich foods and high fat products is too difficult to control and in spite of enormous data accumulating over the yeas about the ill effects of over consumption of foods, especially calorie rich products, a substantial segment of the population find it impossible to curb consumption probably due to the fast depletion of their "internal reservoir of self control" in an environment of abundance of rich foods. The result is there for all to see in the form of rampant obesity all around. It is possible that these findings may support the efforts of social activists to restrain the food industry from flooding the market with unhealthy foods that stimulate the palate and provide an environment that does not seriously challenge the self control reservoir embedded in the brains of each individual.  

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com

EATING AND MOVIE WATCHING ROLLED INTO ONE!-THE NEW STRATEGY FOR THEATERS

The conventional theaters have been losing ground ever since the advent of VCD and DVD formats of movie which can be watched at home without going through the hassles involved in going to theaters. Over the last fast few years theaters have been losing their customers and due to difficult cash flow situation maintenance became the main casualty. Innovations like high quality sound systems, 3D viewing etc did not help the matter much. Cable TV, DTH telecasting and similar developments further affected the viability of movie theaters very significantly. Pirated video discs, rampant in countries like China, India and other developing countries did not help the cause of movie theaters. Increasing the audience size is the constant endeavor of theater owners and no effort is spared to achieve this objective. It is against this background that new formats are being triedout to lure audience by way of providing the excitement of a high class dining experience

"Under pressure from viewers as well as movie-industry executives, the country's theater chains are trying to win back moviegoers—with food. Audiences at a growing number of theaters can order such dishes as chinois chicken salad rolls or limoncello-tossed shrimp. More middle-of-the-road fare is also available, like cheeseburgers and chicken caesar salads. Seats in these so-called "in-theater dining" cinemas are big and plush. Lobbies are luxurious, with art on the walls and mood lighting. Popcorn is often complimentary and a full bar is de rigueur.

Theater chains hope the new style of film-watching—which has previously been the realm chiefly of small independent theaters—will help boost the number of moviegoers after years of flat attendance. Other recent efforts to get more people in the doors include offering reserve seating online and more movies in 3D. But in-theater dining represents one of the movie-theater industry's biggest bets to expand its static audience size. "I am one hundred percent sure that these theaters are the future of movie-going," says Jeffrey Katzenberg, an industry veteran who once served as studio chairman at Walt Disney Co. and is now chief executive of DreamWorks Animation SKG Inc. "These new theaters really up the quality of experience because they require a high degree of service that movie theaters have lost." A few years ago, a handful of such theaters existed in the country. Now, the National Association of Theatre Owners estimates that the U.S. plays home to roughly 300 to 400 cinemas with restaurant service out of roughly 5,750 total theaters. Industry analysts predict that number could double over the next few year"

It may be recalled that movie theaters used to have several categories of seating with the "Box" seating being the most coveted. Then came the "Balcony", followed by others, ending up in the bare floor almost in front of the screen! Probably if dining facilities are to be incorporated, there has to be a total reconfiguration of the seating arrangement involving lot of ergonometric innovations. With multiplexes being set up in many metropolitan areas, such changes may be easily achieved. Future movie theaters may make more money out of food catering inside the cinema hall than that from tickets sale!

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com