Slyly munching on a chocolate slab or a mound of chips when one is on a diet can be a highly pleasurable act. Researchers in the US have found that guilt is key to the pleasure. A team led by Kelly Goldsmith at Northwestern University conducted research to buttress just such a finding. Goldsmith recalls saying: Gosh why does everything just taste better when you're on a diet? ‘That got me and my advisor talking. Does stuff actually taste better when you're on a diet? Does stuff taste better when you feel guilty eating it’ the Journal of Marketing Research reports.