Food and Beverage
Why eating cheap chocolate can feel embarrassing – even though no one else cares
Cheap Chocolates: The concept of “consumption stigma” describes how societal judgments influence individuals’ everyday consumption choices, leading to feelings of embarrassment and anxiety. People may alter their behaviors to avoid stigma, sometimes opting for more expensive products. Reclaiming the narrative around consumption can help reduce stigma, fostering a more accepting marketplace.
Last Updated on March 10, 2026 by Daily News Staff
Siti Nuraisyah Suwanda, West Virginia University; Emily Tanner, West Virginia University, and M. Paula Fitzgerald, West Virginia University
It’s February, and you grab a box of cheap Valentine’s chocolate from the grocery store on your lunch break. Later, you’re eating it at your office desk when you realize someone else is watching. Suddenly, you feel a flicker of embarrassment. You hide the box away, make a joke or quietly wish they hadn’t noticed – not because the chocolate tastes bad, but because you don’t want to be judged for choosing it.
If the scenario above feels familiar, you’re not alone. Many people experience subtle embarrassment or self-consciousness about everyday consumption choices, from eating cheap Valentine’s chocolate to accepting free lunch from a school food program or having visible tattoos.
We are social marketing researchers who study stigma in marketing. In our research, we coined the term “consumption stigma” to describe how people can be judged or looked down on by others, or by themselves, simply for using certain products – even when there’s nothing objectively wrong with them.
Living with consumption stigma
When people feel judged for what they consume, or choose not to consume, the effects can be mentally exhausting. Feeling stigmatized can quietly erode self-esteem, increase anxiety and change how people behave in everyday settings. What starts as a small moment of embarrassment can grow into a persistent concern about being seen the “wrong” way.
In reviewing 50 studies about stigma in marketing, we found that people respond to consumption stigma along a continuum. Some try to avoid stigma altogether by hiding their consumption or staying away from certain products. Others adjust their behavior to reduce the risk of being judged. At the far end of the spectrum, some people actively push back, helping to destigmatize certain forms of consumption for themselves and for others.
The research we reviewed found that to avoid stigma, people may deliberately consume more expensive or socially approved alternatives, even when those choices strain their finances. Imagine someone who switches to a premium chocolate brand at the office, not because she prefers the taste, but because she wants to avoid feeling embarrassed.
Over time, this kind of adjustment could pull people into spending patterns that are beyond their means, feeding a cycle of consumption driven more by social pressure than genuine need or enjoyment. We suggest that the ramifications can be even more stark in other contexts – for example, when a child skips a free school lunch to avoid being teased, or when a veteran turns down mental health support because they fear being judged by others.
From a business perspective, when consumers avoid or abandon products to escape stigma, companies may see declining demand that has little to do with quality or value. We suggest that if consumption stigma spreads at scale, the cumulative effect can translate into lost revenue and weakened brand value.
Understanding consumption stigma, then, isn’t just about consumer well-being; it’s also critical for businesses trying to understand why people buy, hide or walk away from certain products.
Take back the narrative
Stigma often feels powerful because it masquerades as reality. But at its core, consumption stigma is a social judgment, a shared story people tell about what certain choices supposedly say about someone. When that story goes unchallenged, stigma sticks. When it’s questioned, its power starts to fade.
One way people reduce stigma is by reclaiming the narrative around their consumption. Instead of hiding, explaining or compensating, they openly own their choices. This shift from avoidance to acceptance can strip stigma of its force.
Imagine a shopper who embraces buying cheaper store brands at the grocery store, seeing it not as a compromise but as a sign of being savvy to pay less for the same thing. When people wear their choices like armor, whether it’s cheap chocolate, secondhand clothing or specialized physical or mental health services, those choices lose their sting. When a behavior is no longer treated as something shameful, it becomes harder for others to use it as a basis for judging or looking down on people.
Of course, stigma doesn’t disappear overnight. But research shows that when enough people stop treating a behavior as something to hide, the social meaning around it begins to change. What feels embarrassing in one moment can become normalized in the next. For example, research on fashion consumption has shown how wearing a veil, once widely stigmatized in urban and secular settings, gradually became seen as ordinary and even fashionable as more women openly adopted it.
Enjoying cheap chocolate shouldn’t require justification. Cold water tastes just as good out of an unbranded travel mug as it does from a Stanley tumbler. A generic sweatshirt keeps you just as cozy as Aritzia. And yet, many people feel the need to explain, deflect or upgrade their choices to avoid being judged. Understanding consumption stigma helps explain why and underscores that these feelings aren’t personal failures, but social constructions.
Sometimes, the most effective response isn’t to consume differently, but to think differently. When people stop treating everyday choices as moral signals, they make room for a more humane – and hopefully honest – marketplace.
Siti Nuraisyah Suwanda, Doctoral Student and Graduate Researcher in Marketing, West Virginia University; Emily Tanner, Associate Professor of Marketing, West Virginia University, and M. Paula Fitzgerald, Professor of Business Administration, West Virginia University
This article is republished from The Conversation under a Creative Commons license. Read the original article.
Last Updated on June 23, 2026 by Daily News Staff
(Family Features) Some summertime dishes are just too good to be true. This Easy Pasta Salad is simple enough to become a favorite side and filling enough to serve as a light main course. Enjoy more warm weather recipes by visiting Culinary.net.
Easy Pasta Salad
Recipe courtesy of “Cookin’ Savvy”
Servings: 4-6
- 1 pound pasta noodles of choice
- 1 can (15 ounces) peas, drained
- 1 can (15 ounces) carrots, drained
- 1 package (16 ounces) diced ham
- 1 package (2 1/2 ounces) real bacon pieces
- 1 package (6 ounces) cheddar cheese cubes
- 2 1/2 cups mayonnaise
- 2 tablespoons sugar
- 1/2 cup juice from bread butter pickles
- 1/4 cup balsamic vinegar
- 2 tablespoons mustard
- salt, to taste
- pepper, to taste
- Cook pasta according to package instructions. Drain and place in large bowl. Add peas, carrots, ham, bacon pieces and cheese cubes.
- In separate bowl, mix mayonnaise, sugar, pickle juice, vinegar and mustard. Season with salt and pepper, to taste. Pour mixture over pasta and mix well.
- Refrigerate 1-2 hours before serving.
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Explore the Food and Drink section on STM Daily News for timely coverage of culinary trends, beverage news, seasonal recipes, and food-focused community stories
(Feature Impact) A healthy brain goes beyond reading exercises and completing puzzles – it extends to the kitchen, too. Emerging nutritional science is clear that what people eat doesn’t just fuel the body; it shapes memory, mood and cognitive health.
Among the foods you can include in your diet to give your brain a boost are peanuts and peanut butter, staples valued not only for their convenience but also for their cognitive benefits. In fact, a study published in the “Journal of the Prevention of Alzheimer’s Disease” found adults 60-80 years old who did not eat peanuts and peanut butter regularly were 30-50% more likely to perform poorly on tests measuring learning, memory, language, processing motor speed and attentiveness compared to those who did consumer peanuts and peanut butter.
It’s not just the older generation that can benefit. According to research published in “Clinical Nutrition,” a study of college students ages 18-33 showed consumption of peanuts and peanut butter was associated with improved memory function and decreased anxiety, depression and stress.
Consider this key information from the Georgia Peanut Commission before your next meal planning session.
Nutrients that Give the Brain a Boost
Despite their small stature, peanuts pack a nutrition punch. Their unique blend of various vitamins, minerals and bioactive compounds includes:
- Niacin, which can slow cognitive decline and reduce the risk for Alzheimer’s disease, according to the “Journal of Neurology, Neurosurgery and Psychiatry”
- Vitamin E, found to promote healthy brain aging and delay cognitive decline
- Resveratrol, believed to be beneficial in fighting against Alzheimer’s disease and other nerve degenerating diseases, per the “Journal of Biological Chemistry”
- P-coumaric acid, an antioxidant that appears to target the neurotransmitters in the brain that regulate mood, stress and anxiety
Peace of MIND
Peanuts are included in the MIND diet, a combination of the Mediterranean and DASH diets, which specifically includes foods shown to benefit the brain.
Adding peanuts to your menu can be a breeze. Look no further than a powerful main course like Crunchy and Creamy Cold Green Pea and Peanut Salad, a perfect accompaniment at potlucks and cookouts as an easy side or light main course. Make breakfast-on-the-go part of your daily commute with Flourless Blueberry Muffins that require just five ingredients, including creamy peanut butter, or add a pinch of protein to snack time with Protein Balls that can be refrigerated until hunger strikes.
Brain Food for Thought
Supporting your brain starts with the right nutrition, and evidence makes clear peanuts and peanut butter should be top-of-mind as you head to the grocery store. For help getting started, find more recipes and nutritional information by visiting GAPeanuts.com.
Flourless Blueberry Muffins
Recipe courtesy of The Peanut Institute
Servings: 12
- 2 bananas
- 1 cup creamy peanut butter
- 2 eggs
- 1/2 teaspoon baking powder
- 1 cup blueberries
- Preheat oven to 350 F. Grease muffin pan.
- In blender or food processor, combine bananas, peanut butter, eggs and baking powder; blend until smooth. Fold in blueberries by hand.
- Pour mixture into muffin tin. Bake 12-15 minutes.
- Store in airtight container up to 3 days.
Nutritional information per serving: 155 calories, 10 g carbohydrates, 31 mg cholesterol, 2 g saturated fat, 9 g unsaturated fat, 2 g fiber, 6 g protein, 98 mg sodium, 5 g sugar.
Crunchy and Creamy Cold Green Pea and Peanut Salad
Recipe courtesy of The Peanut Institute
Servings: 8
Dressing:
- 1/3 cup sour cream
- 1 1/2 tablespoons mayonnaise
- 2 teaspoons apple cider vinegar
- 2 teaspoons sugar
Salad:
- 1 package (20 ounces) green peas, frozen
- 1 cup celery, chopped
- 1/3 cup red onions, chopped
- 1 cup dry roasted peanuts
- 6 slices thick cut bacon, cooked and crumbled
- 1 pinch salt, or to taste
- 1 pinch freshly ground black pepper, or to taste
- To make dressing: In small mixing bowl, whisk sour cream, mayonnaise, apple cider vinegar and sugar.
- To make salad: In large mixing bowl, combine frozen green peas, celery and onion. Pour dressing over salad and toss to combine. Refrigerate at least 2 hours.
- Before serving, stir in roasted peanuts and crumbled bacon. Season with salt and freshly ground black pepper.
Nutritional information per serving: 230 calories, 17 g carbohydrates, 12 mg cholesterol, 3 g saturated fat, 9 g unsaturated fat, 5 g fiber, 11 g protein, 249 mg sodium, 6 g sugar, 1 g added sugar.
Protein Balls
Recipe courtesy of The Peanut Institute
Servings: 24
- 1 cup chunky peanut butter
- 1 tablespoon vanilla
- 1/4 cup honey
- 2 cups quick oats
- 2 tablespoons ground flaxseed
- 1/2 cup shredded coconut
- 1/2 cup dried, chopped cranberries
- 1/8 teaspoon iodized salt
- 1/4 cup water
- Using stand mixer, combine peanut butter, vanilla, honey, quick oats, flaxseed, coconut, cranberries, salt and water; mix until well combined.
- Form dough into 1-ounce portions and refrigerate 30 minutes before serving.
Nutritional information per serving: 130 calories, 7 g fat, 14 g carbohydrates, 3 g protein, 2 g fiber, 60 mg sodium.
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STM Daily News’ Food and Drink section highlights the stories, trends, flavors, and events shaping today’s food culture. From recipes to restaurant news, it keeps readers connected to what’s fresh and worth tasting.
Cool Down This Summer with a Sweet Slushie
(Family Features) Each season throughout the year seems to
have its own “flavor,” and summer is no exception. Hamburgers and hot dogs off
the grill, refreshing watermelon at snack time and cool, delicious ice cream on
warm evenings.
While many people think of sweetpotatoes during the
holidays, you can make this sweet vegetable a key ingredient all year-round –
including summertime. As one of the most versatile veggies you can find,
they’re easy to add to a variety of recipes while enhancing flavor and boosting
nutrition content.
Sweetpotatoes can be your summer staple in both simple and
elevated recipes alike, as well as in both sweet and savory dishes. They can be
cooked or prepared in several ways: on the stove, baked, microwaved, grilled or
slow cooked.
Or, for an easy way to cool down in the heat, try them in a
creamy drink like this Sweetpotato Summer Slushie. It may surprise you, but
sweetpotatoes are ideal for sipping – smoothies and cocktails are both
crowd-pleasers, especially during sweltering summer days. This refreshing treat
can be made with or without the boozy kick; just break out the blender and kick
back in the sunshine.
To discover more ways to cook and enjoy sweetpotatoes all
summer long, visit ncsweetpotatoes.com.
Watch video to see how to make this recipe!
[youtube https://www.youtube.com/watch?v=t5xyuKDlklQ?si=JiKNgtk78Vc8NiMU&controls=0]
Recipe courtesy of the North
Carolina Sweetpotato Commission
- 1 cup cooked,
mashed North
Carolina Sweetpotatoes - 1 cup
pineapple juice - 1/2 cup orange
juice - 1/4 cup lemon
juice - 1/4 cup coconut
milk - 2-3 tablespoons
simple syrup or honey (adjust to taste) - 1 teaspoon
vanilla extract - 2 cups crushed
ice - 2 ounces
spiced rum, coconut rum or bourbon (optional) - pineapple
slices or orange wedges, for garnish (optional)
- In blender, blend sweetpotatoes, pineapple juice, orange
juice, lemon juice, coconut milk, simple syrup or honey, vanilla extract and
ice until smooth and slushy. - Pour into glasses and serve.
- For alcoholic version: Add spiced rum, coconut rum or
bourbon after blending. Pulse in blender or stir after blending for layered
effect. - Garnish with pineapple slices or orange wedges, if desired.
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