The impact of instructed mental simulation on wanting and choice between vice and virtue food products

The psychological basis of reductions in food desire during satiety

Satiety-the reduced desire to eat, drink or have sex in their respective aftermath-is particularly important for feeding, where it assists energy balance. During satiety, the anticipated pleasure of eating is far less than the actual pleasure of eating. Here we examine two accounts of this effect: (i) satiety signals inhibit retrieval of pleasant food memories that form desirable images, allowing unpleasant memories into mind; (ii) feelings of fullness reflect what eating would be like now, negating the need for imagery. To test these accounts, participants undertook two tasks pre- and post-lunch: (i) judging desire for palatable foods either with or without imagery impairing manipulations; (ii) explicitly recollecting food memories. Impairing imagery reduced desire equally, when hungry and sated. Food-memory recollections became more negative/less positive when sated, with this correlating with changes in desire. These findings support the first account and suggest imagery is used when hungry and when sated to simulate eating, and that the content of these memory-based simulations changes with state. The nature of this process and its implications for satiety more generally are discussed.

Mental Simulation to Promote Exercise Intentions and Behaviors

Mental simulation, which employs specific patterns of imagery, can increase the intention to exercise as well as actual engagement in exercise. The present studies explored the effects of mental simulation on the intention to engage in exercise while regulating emotions. The first study confirmed that mental simulation did promote intentions of participants. The second found that video-primed mental simulation was a more effective method of exercise intention promotion than semantic-primed and image-primed mental simulation. In the third study, it was found that combining process-based and outcome-based mental simulations increased exercise intentions. Positive emotions mediated imagery ability and intention to exercise. The final study found that the mental simulation interventions most effective for exercise adherence were those that balanced the valence of process and outcome components in such a way that a challenging process results in a positive outcome, or a smooth process results in a negative outcome. Each of these results has practical implications for exercise interventions that will be discussed.

Does a single consumption imagery event increase food desire?

Food desire is an intense motivational state a consumer experiences toward food that accounts for much of consumption. While extant research has shown that experiencing desire elicits consumption imagery, it remains unclear whether consumption imagery alone instigates desire. Even though this directional relationship has been often speculated upon, little empirical study has considered it. This paper empirically identifies imagined consumption as an antecedent of food desire. Six studies show that consumption imagery increases food desire and suggest that this impact is due to induced feelings of deprivation. Our findings also show that increased desire explains previously researched outcomes of imagery, such as a higher willingness to pay for and consumption volumes of the imagined food.

Situating desire: Situational cues affect desire for food through eating simulations

How do situations influence food desire? Although eating typically occurs in rich background situations, research on food desire often focuses on the properties of foods and consumers, rather than on the situations in which eating takes place. Here, we take a grounded cognition perspective and suggest that a situation that is congruent with consuming a food increases simulations of eating it, which, in turn, affect desire, and the expected and actual liking of the food. We tested this idea in four pre-registered experiments (N = 524). Participants processed an image of a food presented in a congruent situation, an incongruent situation, or no background situation. Compared to the incongruent situation, the congruent situation increased expected liking of the food and desire, and this was partially or fully mediated by eating simulations. The congruent situation also increased salivation, a physiological indicator of preparing to eat. However, there was only weak and indirect evidence for congruence effects on actual liking of the food when tasted. These findings show that situational cues can affect desire for food through eating simulations. Thus, background situations play an important but understudied role in human food desires. We address implications for research using food images, and for applications to promote healthy and sustainable eating behaviour.

Using consumption and reward simulations to increase the appeal of plant-based foods

The production of meat is a main contributor to current dangerous levels of greenhouse gas emissions. However, the shift to more plant-based diets is hampered by consumers finding meat-based foods more attractive than plant-based foods. How can plant-based foods best be described to increase their appeal to consumers? Based on the grounded cognition theory of desire, we suggest that descriptions that trigger simulations, or re-experiences, of eating and enjoying a food will increase the attractiveness of a food, compared to descriptions emphasizing ingredients. In Study 1, we first examined the descriptions of ready meals available in four large UK supermarkets (N = 240). We found that the labels of meat-based foods contained more references to eating simulations than vegetarian foods, and slightly more than plant-based foods, and that this varied between supermarkets. In Studies 2 and 3 (N = 170, N = 166, pre-registered), we manipulated the labels of plant-based and meat-based foods to either include eating simulation words or not. We assessed the degree to which participants reported that the description made them think about eating the food (i.e., induced eating simulations), and how attractive they found the food. In Study 2, where either sensory or eating context words were added, we found no differences with control labels. In Study 3, however, where simulation-based labels included sensory, context, and hedonic words, we found that simulation-based descriptions increased eating simulations and attractiveness. Moreover, frequent meat eaters found plant-based foods less attractive, but this was attenuated when plant-based foods were described with simulation-inducing words. We suggest that language that describes rewarding eating experiences can be used to facilitate the shift toward healthy and sustainable diets.

Pleasure or Health? The Role of Mental Simulation in Desire and Food Choices

Many times, desire possesses us and impedes us from making healthier food choices. From a grounded cognition perspective, we investigated the role of two types of mental simulation (process and outcome) in desire and food choice to understand the processes that modulate them and find strategies that encourage healthier food choices. In addition to these explicit measures, we used two implicit methods to measure approach-avoidance tendencies and visual attention. Our results showed that imagining the consumption of vice and virtue foods increased desire for the product imagined and seemed to favor the choice of a vice food. However, at an implicit level, the motivation to approach and avoid food products was neutral. Imagining the post-consumption of a vice food decreased desire for the imagined food and although it tempted people at an implicit level, it made people more prone to choose a virtue food. When a vice food was imagined, attentional bias increased for all types of food regardless of the simulation. When a virtue food was imagined, there was no effect on choice, motivation nor attentional bias. In conclusion, simply imagining certain foods is a potential solution for promoting healthier and thoughtful choices.

Subjective Sensations related to Food as Determinants of Snack Choice

Comprehending the complexity and determinants of food choices can help understand facets of the growing obesity epidemic. Focusing on consumers' subjective sensations as determinants of food choices can provide essential insights into eating behaviors. We explored subjective sensations linked to appetite, desire, wellbeing and energy. This study aims to 1) quantify subjective temporal sensations, and 2) study the effects of these sensations on snack choice. Two-hundred and fifty-three participants (mean age 20.5) evaluated subjective sensations using a visual analogue scale. The choice of one of six snacks was offered to the participants; choices were recorded as implicit choice measures. The results demonstrated that especially sensory specific desire sensations (Salty, Fatty, Sweet desire) affected, either positively or negatively, snack choice. Furthermore, wellbeing sensations (Overall, Mental, Physical wellbeing) also showed significant effects for snack choice. Health-conscious females chose healthy snacks, and males chose unhealthy snacks. Importantly, this research indicates the relevance of subjective sensations in consumer studies that focus on diverse determinants of food choice. Sensory specific desires and wellbeing sensations were notably shown to be important determinants of snack choice. The contribution of different sensations to food choice is imperative, and helps us to understand aspects of snacking behavior. This could have broader implications concerning public health issues and obesity.

Portion size selection in children: Effect of sensory imagery for snacks varying in energy density

Food sensory imagery - creating a vivid mental image of the sensory experience of eating - can lead to the selection of smaller portions because it serves as a reminder that eating enjoyment does not necessarily increase with portion size. The evidence is mostly limited to adults and to energy-dense foods for which it is particularly difficult to predict the satiating effects of consumption quantity. The objective was to study how food sensory imagery influences portion size selection of foods varying in energy density (brownie and applesauce) by 7- to 11-year-old children. During after-school time, 171 children were randomized into two conditions. Children in the food sensory imagery condition were asked to imagine the taste, smell, and texture of eating palatable foods, i.e., chocolate cereal, chocolate waffle, and chocolate candies. Children in the control condition performed a similar sensory imagery task for non-food-related activities. Children were then asked to choose between the recommended serving size, a 50% larger portion, and a 125% larger portion of either brownie or applesauce. One week later, they were placed in the same condition for the other food. Compared to the control condition, food sensory imagery led children to choose 7.1% less brownie but had no effect on applesauce portion selection. Exploratory findings showed that the food sensory imagery intervention was especially effective at reducing brownie portion size selection among children who were moderately hungry, who usually eat fast, and whose parents pressure them to eat. In conclusion, food sensory imagery may be a useful intervention to nudge children towards healthier portion size choices because it reduces the selected portion size of an energy-dense snack without reducing the selected portion size of a healthier snack.