Mukbang Watching: Exploring Viewers’ Motives and Its Psychological Consequences

This study aimed to explore the phenomenon of "mukbang watching" to establish an awareness and a better understanding of it. Specifically, this study addresses the gaps in knowledge in terms of the motives behind mukbang watching, the different needs that are being satisfied by it, and the psychological consequences it entails in terms of eating habits, emotional regulation, and stress management of the viewers. This study used the qualitative descriptive research design and an interview guide protocol as an instrument for the data gathering. The participants of this study were the six (6)female, 4th-Year Students of a university in Lucena City who intentionally watch mukbang content on the web. Results from the present study indicated that viewers use mukbang watching to compensate for cravings, relieve stress, and feel certain satisfying emotions, and it was able to satisfy the lower level of the basic human needs. Furthermore, mukbang watching appears to have psychological consequences to viewers such as influences on food choice, elicit cravings, and facilitates unexpected eating. Also, it was found that it relieves stress and counteracts negative emotions.