Consumer behaviour can be predicted on the basis of range of psychometric evaluations. For example, differences in habitual eating style can predict the success or failure of attempted weight loss or, indeed, the tendency to be overweight. Further, factors such as anxiety and depression levels, stress etc have a direct impact of ingestive behaviour and food choice.
Actively attempting to lower cholesterol levels has been associated with increases in aggression, depression and impairments in cognitive function (e.g. Wardle, J., Rogers, P. J., Judd, P., Taylor, M. A., Rapoport, L., Green, M. & Nicholson-Perry, K. (2000). Randomised trial of the effects of cholesterol-lowering dietary treatment on psychological function. American Journal of Medicine, 108, 547-553.).
It has been repeatedly found that habitual caffeine consumers experience deficits in cognitive performance and mood when deprived of caffeine. Interestingly, this effect is not found in non-caffeine consumers, suggesting that caffeine does not actually provide a net benefit to cognitive performance but that it restores baseline performance in caffeine withdrawn habitual users (e.g. Richardson, N. J., Rogers, P. J., Elliman, N. A. & O’Dell, R. J. (1995). Mood and performance effects of caffeine in relation to acute and chronic caffeine deprivation. Pharmacology, Biochemistry and Behavior, 52, 313-320)
It has been found that, amongst dieters, 5-HT function is not responsible for the observed deficits in cognitive function but that it does affect self reported mood state (e,g, Green, M. W., Jones, A. D., Smith, I. D., Cobain, M. R., Williams, J. M. G., Healy, H., Cowen, P. J., Powell, J. & Durlach, P. J. (2003). Impairments in working memory associated with naturalistic dieting in women: No relationship with urinary 5-HIAA levels? Appetite, 40, 145-153).
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