The clock rolls around to that hour of shame, you draw the curtains to a close and curl up with a pint of ice cream. Maybe you hide it on the TiVo and indulge during the silent morning hours when you should be sleeping. Either way, you can’t resist the embarrassing indulgence that is your guilty pleasure reality TV show.

But what is the appeal? The scenes in "Big Brother" are in no way realistic. Shows like "I Love New York" do not impart any valuable knowledge. Programs such as these are essentially junk food for the brain. In fact, they’ll probably stunt your growth.

Yet, America gobbles up these pituitary potato chips. Even the most offensive material becomes an unsavory delicacy.

The worst part is we know they’re bad. They’re the programs we hate to love. We only tell our closest friends, and even then we’re nagged by shame. Nevertheless, we are drawn like moths to the flame. Why?

Because they make us feel good, that's why. A researcher at the University of Missouri-Columbia led a study that claims these shows actually have a positive impact on viewers.

"Entertainment needs are met through reality television because these shows allow people to make comparisons with media images -- comparisons that ultimately help them feel better about themselves and their personal circumstances," said Cynthia Frisby, assistant professor of advertising at the Missouri School of Journalism.

In the study, participants of both sexes ranging in age from 19 to 29 years old -- similar to the 18 to 34 age group most attracted to reality television -- completed a survey to measure their moods and thoughts regarding reality television.

The survey indicated 78 percent were regular viewers of reality shows. They then watched a 40-minute segment of Joe Millionaire while recording their reactions to the program. Another survey was taken immediately following the episode.

Frisby found that the participants' exposure to reality television resulted in a positive increase in mood state.

It comes down to catharsis. Watching "normal" people go through extraordinary changes lets us follow the emotions without actually having to deal with the results.

"Television and other media provide the thrill of observing danger without allowing people to suffer consequences," Frisby said.

"Audiences know that when the curtain comes down and the lights come on in the theater, everything is back to the way it is. That's what reality television does for the regular viewer. These shows are distracting from today's tragic events and give viewers an outlet for watching others overcome hardships, escape danger, live in a rainforest, learn to survive under the roughest conditions, and yes, find love."

Once you’re hooked you’re done for, but it's OK because these shows provide more than cheap voyeurism.

So don't hold back. Roll your eyes at the inanity, froth and foam as your favorite contestants bite the dust, weep along with "The Biggest Loser", and laugh so hard Diet Coke spews out your nose. Don’t fight it. You can’t. Don’t worry. Your secret is safe with me. Just keep the shades drawn.