Valentine's Chocolates: More than They're Wrapped Up to Be
University of UtahIf you're planning to buy your Valentine the standard $5 box of no-name chocolates this year, you may get more than you bargained for. In a consumer behavior study on chocolate, University of Utah marketing professors found that the ostensibly innocuous candy is emotionally charged and capable of eliciting feelings of guilt and uncontrolled desire, causing some women to hoard, hide or even steal chocolate from others and some men to actively police the consumption of their feminine companions.