An Italian study conducted by the “Behavior & Brain Lab” at the Free University of Languages and Communication IULM, in collaboration with Unione Italiana Food, has scientifically explored the emotional and neurophysiological mechanisms underlying the joy experienced while eating pasta.
Using neuro-scientific and brain tracking methods, similar to those employed in lie detectors, the researchers examined emotional reactions in 40 subjects aged 25 to 55 without food allergies.
The study discovered that consuming pasta triggers a powerful and lasting positive emotional-cognitive state, comparable to or even surpassing the joy induced by favourite activities like listening to music or watching sports.
Professor Vincenzo Russo, founder of the Neuromarketing Behavior & Brain Lab IULM, asserts that pasta and happiness are inseparable, with the act of tasting and savouring pasta stimulating the most positive memories and emotions.
Analysing consumption habits, the study found that individuals associate pasta consumption with happiness, family sharing, and friendship. Approximately 40% of participants considered pasta a comfort food. Surveyed on the emotions associated with pasta, the immediate response was overwhelmingly happiness.
A whopping 76% of respondents affirmed that eating pasta makes them very happy.
These findings underscore the deep emotional connection people have with pasta, explaining its enduring popularity. Beyond the emotional realm, scientific literature supports pasta’s positive impact on mood, attributing it to the presence of tryptophan and B vitamins.
Carbohydrates in pasta, particularly complex ones, stimulate endorphins, ensuring a sufficient intake of tryptophan for mood regulation and providing essential B vitamins for muscle relaxation and serotonin production.
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