October 10, 2026, 6:28 am | Read time: 2 minutes
Who doesn’t know it? Suddenly, the craving hits. Reaching for a chocolate bar or a bag of chips often happens automatically. But at that moment, a short wait could help. Researchers have found that just 25 seconds can be enough to encourage people to choose a healthier snack alternative more often.
The effect was studied by researchers at Rush University Medical Center in the U.S. For the study, they developed a special vending machine: Unhealthy snacks were dispensed only after a 25-second wait, while healthier alternatives were immediately available.1 A countdown was displayed. The idea: Those who have to wait might change their minds.
Behind the effect is a psychological principle: People usually prefer an immediate reward. If they have to wait, the reward often loses its appeal. In the study, some buyers changed their minds and chose the healthier snack that was immediately available.
Can the Craving Trick Be Used at Home?
The researchers only studied vending machines and did not test whether the rule actually helps with weight loss. Additionally, a forced vending machine delay differs from self-discipline in front of the candy aisle. Nevertheless, the pause can serve as a moment to reflect in everyday life. It might be worth trying it consciously when craving unhealthy snacks or experiencing a sudden hunger pang. After all, 25 seconds seem to be enough.
Conclusion
For the study, researchers analyzed more than 32,000 vending machine snack purchases over 602 days. The result: The short delay increased the proportion of healthier purchases by about 2 to 5 percent. The effect was modest but measurable.
The 25-second rule is not a magic bullet for curbing cravings or losing weight. However, it could help reduce impulsive snacking and lead to healthier choices more often. Sometimes, a brief moment of pause is all it takes.