As a child, did you ever dream of sneaking away from your family dinner to devour a box of ice cream? Or as an adult, were you ever on a night out with your buddies only to be dreaming about sneaking away to play your favorite video game?
If so, you must remember the feelings of elation as you finally consumed it all in secrecy. There was just something about doing it in secret that made it all the more enticing!
If your secret pleasures are making you feel guilty, don’t worry, you’re not alone, as researchers have discovered that consumers like a product more if they are prompted to think about consuming it in secret.