I'm so tired of this trend that women love chocolate more than men or prefer chocolate to sex or can better "appreciate" chocolate. I understand that psychological associations with chocolate are influenced by a number of things, mostly advertising and cultural influences, but let's be real how can anyone possibly know how another being feels about chocolate? I'm here to stand up for men and to say "yes....it's OK to have an obsession with chocolate! Yes....I have to have some chocolate right now!" Look, I'm not trying to come off as a sexist by writing this, I just want to put things in perspective.
I really blame early marketing strategies for the predicament we are now in. During the year 1937 Milton Hershey started shipping the Ration D bar of chocolate overseas to the troops. This chocolate served two purposes; first as a morale boost, and second as a high-energy, pocket-sized emergency ration. Back at home they launched a different campaign, that of marketing. This chocolate was sweeter than that of the Ration D bar. The advertising reflected a comfort food that was to ease the stress of having loved ones so far from home. Once the troops came home these marketing trends stayed in place. So, it came to be that chocolate was identified as a woman's food.
Culturally speaking, I really dig how the Japanese treat their version of Valentine's Day. Giving of chocolate, as gifts of love has been long popular there since the late 1950s. What's different about this day in particular is that the women give chocolates to men.
Research investing both the physiological and psychological basis of one having a chocolate obsession is pretty inconclusive. I believe it's most likely a combination of both. If chocolate obsessions were entirely physiological people wouldn't eat chocolate for just those reasons. Most researchers believe chocolate's sensory qualities, chemistry, cultural values, social values and hormonal influences all play a role in chocolate cravings. It is the complete chocolate experience that people crave. Not one single chemical or quality can be solely responsible for satisfying a chocolate craving.
So guys, don't be ashamed to hoist that truffle high and declare your love for that wonderfully dark, rich, intoxicating treat!
