Psychology Report: Analysis of Chocolate Consumption and Behavior

This report presents an Interpretative Phenomenological Analysis (IPA) of chocolate consumption, exploring the interviewee's perceptions, feelings, and behaviors related to chocolate. The analysis identifies two clusters: Consciousness and Perception, each containing two themes. The Consciousness cluster reveals the interviewee's love for chocolate and awareness of its potential negative impacts, including guilt and the acknowledgment of its lack of nutritional value. The Perception cluster highlights the interviewee's emotional attachment to chocolate, viewing it as a means to relieve stress and fulfill needs. The analysis examines how the interviewee's views shift from positive to negative, and how cravings and psychological needs influence their behavior. This analysis is a deep dive into the psychological aspects of food consumption.

An interpretative
phenomenological analysis

Table of Contents
ANALYSIS......................................................................................................................................1

ANALYSIS
There are two clusters and two themes which is as follows:
Table 1: Clusters and themes
Cluster 1 Consciousness
How behaviour of person can shift from positive to
negative by realising the experience.
Theme 1 Love ‘my favourite food is chocolate
Theme 2 Practical views ‘you see it from different view about eating chocolate.
Cluster 2 Perception
How perception is changed when ask about fulfilling
basic need of food.
Theme 1 Harmful sentiment ‘you can not eat 4-5 bars of chocolate in one day
Theme 2 Dismissing How craving of chocolate can reduce stress
Cluster 1 Consciousness
In this the interviewee expressed his love about chocolate (love) that why he likes it so
much. Also, it revealed about his awareness of repercussions in sensible thoughts.
Theme 1 Love
For the interview chocolate is the favorite food. This is analyzed from line (2) that “MY
FAVORITE FOOD IS NO DOUBT CHOCOLATE, he admits that he just loves it. It showed
awareness of respondent towards chocolate. Also, he gave reason why chocolate is favorite food
as when he gets bored or upset, he likes eating it. the addictive character can be observed as he
thinks about chocolate a lot “WHATEVER I ALWAYS REACH CHOCOLATE, IT MAKES
ME FEEL GOOD. “ But his mind is influenced in deciding how much you eat. He also admits
that it can harm defined (7 – 11) “I WOULD FEEL GUILTY OR BAD..“ HE RESIST IT
EATING FIVE BARS IN DAY.
Theme 2 Practical views
The respondent talked about chocolate but changes the view as he was feeling awful. the
negative view about food can be observed (13-15) “CHOCOLATE’S JUST PURELY AN
INDULGENCE, THERE’S NO NUTRITIONAL BENEFIT. The large consumption of
chocolate can be harmful “THAT KIND OF A DIRTY FOOD ESSENTIALLY”. This show he
changed view when asked about craving. When asked about what he thinks about chocolate.
(31-34) . “I THINK ABOUT CHOCOLATE A LOT, LIKE, STUDYING.
Cluster 2 – perception
1

In this perception of interviewee is described. Here he shared his feelings (perception) about
chocolate as food and on other side its need.
Theme 1 Harmful sentiment
The habit of thinking about chocolate continuously is bad. I DON’T SIT THERE AND
THINK ABOUT IT TWENTY FOUR HOURS A DAY”. this gives an insight about needs of
respondent regarding chocolate. The emotional attachment can be seen “THAT HE ONLY
FOCUSED ON CHOCOLATE WHEN ASKED ABOUT FOOD”. It showed his needs towards
food. Here, negative point came the habit of eating more chocolate is not good
Theme 2 dismissing
Chocolate is not only fulfil need but also desire. To relieve stress the interviewee thinks about
chocolate. (48-49) IT MAKES ME FEEL BETTER “ I THINK ITS HUNGER CRAVING AND
PSYCHOLOGICAL CRAVING. His feelings can be showed by an example (44- 49) an
“INCIDENT OCCURRED WITH HIM. So, he JUST FELT STRESSED OUT, TIRED AND SO
AGITATED.” He confessed that it was important for him to think about chocolate to reduce
stress I JUST THINK THE BASIC FOOD NEED THAT CAN REDUCED TENSION OR
STRESS.
2

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