Food choices are rarely just about hunger. A new study suggests that takeout meals play a unique emotional role in daily life, functioning both as a reward after a good day and as comfort after a bad one.
Researchers at Anglia Ruskin University explored how people use food and other indulgences as “self-gifts,” or intentional treats meant to bring pleasure. Their findings, published in Frontiers in Psychology, show that ordering takeout (often called “takeaway” in the UK) stands out from other treats because it satisfies both self-reward and self-consolation.
The study involved 280 participants in the United Kingdom who were randomly assigned to imagine having a good, bad or average day at work. Participants were then asked whether they would indulge in five potential self-gifting options: a takeout meal, an alcoholic drink, a chocolate bar, a bubble bath or an online shopping spree.
Participants who imagined a bad day at work were significantly more likely than those imagining an average day to choose takeout food, an alcoholic drink, a chocolate bar or a bubble bath as a form of consolation. But takeout food was the only option that appealed strongly across emotional contexts. It was chosen both by participants imagining a bad day, who were seeking comfort, and by those imagining a good day, who were looking to reward themselves.
As takeout meals are typically less healthy than home-cooked food, the researchers note that this pattern may have implications for public health, particularly if emotional self-gifting becomes a frequent response to daily stress or success.
The study also found that online shopping did not function as a treat in the same way. Participants imagining an average day were just as likely to shop online as those imagining a good or bad day, suggesting that it may no longer be perceived as a special indulgence.
When analyzing the results, the researchers controlled for factors such as self-esteem, age and gender, and excluded responses from participants who indicated they would never engage in certain self-gifting behaviors. Previous research has shown that younger people and women are generally more likely to self-gift, making these controls important for interpreting the findings.
Co-lead author Dr. Suzanna Forwood, Director of the Research Centre for Better Living at Anglia Ruskin University, said the results help explain how everyday emotional regulation intersects with food choices.
“We know that we’re motivated to self-gift either to reward ourselves for successes or as therapy to console ourselves following setbacks,” Forwood said. “Understanding these behaviors is important, particularly from a public health perspective, as managing our mental health on a daily basis is a valuable part of living well.”
Forwood emphasized that self-gifting can take many forms, not all of which affect physical health in the same way.
“Self-gifting can include a whole range of activities, from consuming food and drink, to engaging in sensory experiences such as bathing, reading or listening to music, or taking part in exercise and sport,” she said. “While all of these can meet our emotional needs, they have varied effects on our health and physical wellbeing.”
She noted that some of the options examined in the study come with health risks.
“Consuming takeaways, chocolate bars and alcoholic drinks increases our intake of calories, sugar, salt and alcohol — all of which contribute to health challenges,” Forwood said.
The appeal of takeout food, the researchers suggest, may lie in its ability to meet multiple needs at once.
“The popularity of takeaway food may reflect a double benefit,” Forwood said. “The takeaway combines the indulgence of a desired meal with removing the daily chore of preparing and cooking dinner. For many, that combination may feel particularly appealing after either a successful or a difficult day at work.”
The authors stress that the study examined hypothetical scenarios rather than real-world behavior and focused on only a small set of possible self-gifting options. Still, the findings offer insight into why takeout holds such a consistent place in modern eating habits, regardless of whether a day ends on a high or a low.
The authors declared that financial support was not received for this work and/or its publication.