Why do we have the need to fill the void? - A neuropsychological perspective of consumerism in eating disorders.
- Klaudia Aksiucik
- Oct 27
- 4 min read
It is inevitable that we live in a world of extremes as well as abundance. When it comes to what we are exposed to through the Internet, a hidden message is passed on to us that we need more. More clothes, food, everything. This illustrates that there is a void that no amount of goods can fill, even though we have much more than we did in the previous decades. Psychology as well as neuroscience reveals that this is not just a simple mishap and it is the way it is for a specific reason.
Consumerism is simply the normalised belief that happiness and success is determined through the never-ending consumption of goods, thriving on the idea that more is classified as better - that satisfaction simply lies one purchase away from us. While our surroundings often prioritise luxury brands or specific items, consumerism runs much deeper. It is an unhealthy mindset that is like a blurred line between wanting or actually needing something to survive.
It goes without saying that food, as one of our most basic human needs, has actually become one of the most commercialised aspects of the 21st century. One moment, we may be bombarded with various fast-food ads and endless ‘what I eat in a day’ TikToks . In the next, however, we are shown airbrushed images of near impossible thinness. All of this exposure makes us, as human beings, question reality: ‘How are we meant to feel good about ourselves when the media tells us to crave more and become less at the same time?’
From a neuropsychological perspective, consumerism exploits how the brain’s reward system works. Impulsive behaviours, whether it is buying or eating, cause the release of dopamine which is a neurotransmitter in our brain that is linked to the pleasure we crave. Statistics show that around 62% of people report feeling dopamine surge after purchasing a certain thing, yet most admit that the satisfaction fades within an overly short period of time, which demonstrates a temporary high that simply leaves us wanting more. But what happens after the initial thrill disappears and we are left with the consequences of our actions? Why is it that the more we follow the idea of consumerism, the more trapped we feel? Consumerism shows us that satisfaction we will gain is in the next meal, the next purchase, the next version of ourselves, making us think that ‘I need to do this just one more time, and then I will stop’. Which simply is an addiction our own brain helps maintain.
Despite food being a genuine necessity, eating has become more of a psychological coping mechanism as well as something that brings pleasure. But what about those who go to the opposite extreme and restrict food instead of binge on it? As a person recovering from anorexia, I can say that although it is the opposite of overconsumption, it is rooted in the same exact void. In the same way bingeing seeks comfort through eating, restricting seeks safety through the feeling of having control. This confusion symbolises the definition of consumerism itself - the more food we consume or restrict, the more disconnected we feel from our bodies.
With all this negative exposure, people capitalise on these behaviours rather than treat them with compassion. The food industry profits from binge culture, whereas fitness industries - from guilt. It is a cycle that is designed to keep us consuming emotionally as well as financially. This irony is painful to the core, which makes it seem like we are surrounded by food yet starving for meaning.
This is not a flaw, but more of a human norm shaped by modern culture. Perhaps, the key to ‘win’ against consumerism is not denial or surrender, but balance. Therefore, the next time we may feel the urge to do one of the two listed by me disordered behaviours, finding the exact reason why we act like this around food is fundamental. Maybe then will we understand the ‘why’ behind the ‘buy’ - and in this case, the ‘bite’.
Page design: Pola Kurek
Bibliography:
Cassandra Jay ‘The Dopamine Dilemma: Buying, Decluttering and everything in-between.’ Home, Life & You. Accessed 5th October 2025
Retrieved from https://www.homelifeandyou.com/news/the-dopamine-dilemma-buying-decluttering-and-everything-in-between
Behind the Bite Podcast. ‘It’s Not Your Fault: Diet Culture, Midlife, and Why We Feel So Lost - with Hilary Kinavey’ (podcast episode number 247) Accessed 5th October 2025 Retrieved from https://behindthebitepodcast.com/its-not-your-fault-diet-culture-midlife-and-why-we-feel-so-lost-with-hilary-kinavey-247/
KidsHealth. ‘Emotional eating.’ Accessed 8th October 2025 Retrieved from https://kidshealth.org/en/teens/emotional-eating.html
Oxford Research Encyclopedia of Food Studies. ‘Anorexia, Bulimia, and the Embodiment of Capitalist Consumer Culture.’ Accessed 10th October 2025 Retrieved from https://oxfordre.com/foodstudies/display/10.1093/acrefore/9780197762530.001.0001/acrefore-9780197762530-e-119?
Quikly. ‘The Why Behind the Buy: 7 Things That Influence Consumer Buying Decisions.’ Accessed 11th October 2025 Retrieved from https://hq.quikly.com/blog/the-why-behind-the-buy-7-things-that-influence-consumer-buying-decisions
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