When it comes to the psychology surrounding food and money, it’s a complex relationship. That’s because, food decisions do not only affect our body or health; it also affects our finances, as the body’s response to food and hunger has a psychological impact on our spending behaviour.

You are probably aware that you shouldn’t go grocery shopping when hungry, but what you may not know is that you shouldn’t go shopping for anything (food or non-food) when hungry. The reason being that hunger goes beyond the desire to feed. It alters perception and influences decision-making.

How does hunger affect shopping habits?

According to a study led by Herwig Baier, hunger activates more nerve cells in the brain region that controls perception, consequently causing them to be more irrational and willing to take risks, such as spending more than you can afford. In essence, hunger clouds judgement, making it difficult to make rational decisions.

In humans, researchers find that people who skip lunch or engage in short-term fasts are more likely to buy unhealthy foods with high calories than those who are not hungry. The thing is, your body gets defensive when threatened, so it makes sense that when hungry, you wouldn’t want to reach for a salad but high-calorie food because they are energy inducing. 

The way forward.

The above studies go without saying that shopping with the munchies can lead to dire consequences for your health and wallet. On that note, here are simple things you can do to avoid shopping when hungry.

1. Have a snack.

If you are being told not to shop when hungry, the obvious solution would be to eat before shopping. However, as evident as this solution may seem, it is not always practical. In some instances, you may be passing through the supermarket and see nothing wrong in making a quick stop before proceeding for lunch. Nevertheless, a simple snack like a fruit or even chewing gum will go a long way to subdue your hunger and reduce your vulnerability.

2. Never shop without a list.

There is no better way to stay focused when shopping than to have a list. By having a list of all the items you need, you are less likely to get distracted or lured by fancy products. In addition, companies invest efforts into sneaky psychological tricks to make you buy their products, even when you did not plan to get them. However, you won’t easily fall for these tricks when using a list, as you will be shopping with intent.

3. Use cash or a prepaid card.

It’s more convenient to spend with a card than cash because, on the one hand, you do not see the physical exchange of cash, and on the other hand, it is easy to overstep your budget. Therefore, if you find yourself in a situation where you need to shop when hungry, consider withdrawing the exact amount you need from an ATM or transferring it to a prepaid card, limiting you only to the amount you have budgeted. 

Cash and prepaid cards create an envelope system that encourages you to become more resourceful and creative, thereby discouraging impulse purchases that could happen when you are hungry.

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In a nutshell, you won’t be wrong to blame your growling tummy for your empty wallet. After all, we have studies that prove that your thoughts can influence which opportunities you notice, how you interpret things, and your actions. So, in the case of hunger, the mind can easily convert ‘I want food’ to a mere ‘I want’, prompting you to buy things you may or may not need.