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Craved foods are thought to be those that are well liked but restricted. However, this claim has not been demonstrated empirically. Japanese female undergraduate students (n = 144) completed a questionnaire measuring their craving for, degree of liking, and frequency of restricting their eating of 47 widely consumed foods. The food with the highest mean craving score was rice. We plotted the craving scores as a function of restriction and liking scores for the 47 foods. The students’ craving scores were strongly correlated with their restriction scores and liking scores. Thus, craved foods are those that are restricted and liked. However, in both scatter plots, rice was an outlier. While it was the most craved food, neither the restriction nor liking score of rice was very high. These findings were consistent with the view that craved foods are generally liked, yet restricted, implying the generation of food related conflicts. Interestingly, the mechanism of craving rice, the main staple in Japan, may differ from other foods.

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