Alexandra Byrne is a New York City-based reporter and incoming intern with the NBC News Business and Economy Unit.
When 36-year-old Nelson Cheney was little, he began eating spicy peppers and sauces to impress his dad. Years later, he still consumes these foods, only now for his 1.1 million followers on TikTok. Cheney, known by his social media handle “@craving_capsaicin” — a nod to the chemical compound that gives chili peppers their heat — got hooked on the adrenaline rush he feels when he eats extremely spicy foods. “For me, it is a way of life,” Cheney said. “I love chasing that endorphin dump.
“That’s where the pleasure comes, from the fact that you’re overriding your body’s signal not to do this,” Rozin said. In addition, people often film these food challenges on social media, which triggers a similar dopamine release, because it’s designed to positively reinforce our behavior through likes and follows. “I think a lot has to do with the status, the popularity and the feedback that you get from other people,” Trucco said.
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