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    Thought For Food

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    Thought For Food

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    roadnottaken
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    Thought for Food

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    Thought For Food

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Se fe 6 Rad fGen of bern in . 38, Thinkin liso rotor (an ngs ear TAY wore cmd fm the ner Fefarrla, .RDas fans 97, 102 9 Mf evn a tre 468, 364 8, Tao Sap ex Paes 33, £0859. 2008, FC ap, ton ew fo Mont Se 2 he rr Ex wa ame 9h hi We dR Hara, Hare 43, 702000 Fu mecin et os Poe No sce So) USA 367, za e010, Z.D Sha, CK Shee KD. eee, Danes, 4.0. Wor, Sore 3292050 GoD Faber, space Se er. 106, 87 003) ‘eto day an erate ones tom 4) Because ey bal resenble tense Hae sl ine vrei perp 29) Consent wh te ol es rt of er ‘there ae ayuers agains hs 7. egre, he {hed mer anes (805902 mae mth ne ‘han os nabs cand mores (10 Ow 47. tise at 3D = 250 to 4H. Levson | Jones, Nek A Mariel. ion, Sas Tolr, an Vola or may “tse Si Some te ra IWS and 4.03 nok ws spre by ASK lore Scene ms hh oma WARD 2a Poneto, Ts, al he NASA ‘orang Poem tg NGAI the ears ctor bony Geel ayn Thought for Food: Imagined Consumption Reduces Actual Consumption Carey K, Morewedge,* Young Eun Huh? Joachim Vosgerau? ‘The consumption ofa food typically leads to a decrease in its subsequent intake through habituation—a decrease in one's responsiveness tothe food and motivation to obtain it We demonstrated that habituation to 2 food item can accur even when its consumption is merely imagined. Five experiments showed that people who repeatedly imagined eating a food ‘such a cheese) many times subsequently consumed les af the imagined food than did people tho repeatedly imagined eating that food ‘ener times, imagined eating a different food (such as 0:30, No main effocts wore found, F's 1 (Table 1) Experiments 3 t0 5 tested whether habituation or an akemative process causes repetitive imag: inary consumption of a food to reduce subse ‘quent consumption ofthat food. Experiment 3 (OF = 68 participants) tested whether one must repeatedly simulate consumption of the food ot whether repeated exposure to the stimulus [priming (20) is sulficient to reduce subsequent food intake. Participants imagined eating 3 or 30 M&M's (Gimulting consumption) or imagined Placing 3 or 30 M&M's into a bow (priming) before consuming the candy a libitum, a nthe previous experimen’ ‘A 2cepestions: 3,30) x 2Xbchavioe imagine: cating MEMS, moving M&S) botwoen-subjos [ANOVA on the amount of food consumed yielded sic ineraction, FU, 64) = ILI7, P< 005, Planned comparisons revealed that patcipants Who imagined eating 30 M&M's consumed sig nifianly ower M&M's than did participans ‘who imagined eating 3 M&M's, FU, 64) ~ 6.10, P< 005; whereas pateipants who imagined placing 30 M&M's into a bowl consumed sig nificamly more M&M's than did participants ‘who simagined placing 3 M&M's into & bowl FU, 64)= 511, P= 0.05, No main effets were found, F's <1 (Table 1), The results suggest that repetitive priming is not the process by Table 2. Mean grams ofthe fod consumed ad libitum ater the imagery induction Vales are “1 SD ‘rom the mean. Means within rons that do net share the same symbol ("ort ter significantly < (0.05). Each MAM weighed approximately 0.8 g; each cheese cube weighed approximately 45 9. Repetitions Imagery induction . y Experiment 1 (food consumed: M&AS) Eating M&M's 402033 4.8" 2ait 048 Lxperiment 2 (food consumed: M&M's) Manipulating auarters 431-078 555 = 3.86 Eating M&M's SSI=0.90 3.23} +220 Experiment 3 (food consumed: M&M's) Moving M&M's 387060 7.00 +054 Eating Ma's 7596.45 4.28 + 3.05 Experiment 4 (food consumed: cheese) Eating M&M's sar =098 — aaast +082 Eting cheese cubes an25*= 027 636t= 0.91 ter test (predicted consumption: cheese) Eating M&M's ws3=261 13.60" 4237 Eating cheese cubes Bane 19.21 + 401 DECEMBER 2010 | Downloaded from www-sciencemag.org on December 9, 2010 1531 1532 “which the repetitive imaginary consumption of a food reduces subsoquent food intake. Rather, repetitive priming appeared to sensitize partic: ipans © the food (21), Hobituaton is stimolus-peciti, Habimaton 1 8 food leads to diminished consumption of that food without much affecting the consump. tion of eter foods (15,18) To fuer test wiser the effect of imaginary consumption engen- od habituation or merely primed a feling of “fullness,” participants in experiment 4 (N= 41 participants) imagined eating the food they sub- Sequerly consumed (cheddar cheese) or imagined cating a diferent food (M&M's) before consum- ing cheddar chose Paricipans imagined cating 3 o¢ 30 cheddar cheese cubes ot M&M's and then ate ad bit fiom a bow! contining 40 of cheddar cheese bes, A 2irpettons: 3, 30) > 2(od ings cud cheese, M&M) between subjects ANOVA on the amount af cheese that paricjpants con- sumed yielded significant interaction, FU, 39) 499, P-<00, Planned comparisons revealed that ‘atizipants who imagined eating 30 cheese cubes ‘consumed less cheese than cid partipants who imagined eating 3 cheese cubes, FU, 37) = 5.14, P<0,0. In contrat, participants who imagined cating 3 M&M's of 30 M&M's didnot citer significany inthe amount of cheese they con- sumed, F'< 1, No main effets were found, F's (1,37) 1.19, P's> 028 (Tale 1), The simul speifc effet of imagined consumption provides furher evidence that Babson isthe process by Which repetitive ixaginary consumption of a Food leads wo a reuton in is Subsequent nae, To ensure tat the results of experiments 110 ‘4 were not due to experimental demand, we de seribed the design of experiment 4 to a new sample of participants (V = 80), who predicted verge chosse consumption in each of is four conditions. Predictors comectly anticipated thet Fig. 1. Motivation to exn Points for cheese (expressed 3s responce elasticity) 26 3 function of the number of cubes of cheese versus 30) ‘that participants had nag ined eating and fhedato reinforcement (or example, in FR, evry four response was reinforced) Eror bars represent 1 SEM, Response elasticity log (responseyiog (reinforcement) FRA the imagined consumption of M&M's didnot fnflaence the acta! subsequent consumption of cheese, (79) = 0.66, P= 051, but incomecty predicted that participants who imagined cating 30 eubes of cheese would consume more cheese than would participants who imagined eating 3 cubes of cheese, (79) = 3.08, P< 001; withine subjects ANOVA yielded a significant interac: tion, AU, 79) = 9.23, P< 001 (Table 1). ‘Two psychological processes with distinct neural substales appear to regulate food selec- tion end intake. One process enti the hedonic responses to the food (liking or palatability) and ‘may diminish intake through sensay-specific satiety (18), The other entails the motivation and appetiiv drive to obtain it wanting) and dimin- ishes intake though habituation (25, 22, 23) In experiment 5 (N= 81 paricipans), we used 2 ‘Sandan proces to test changes in Wiking and ‘wanting 23-25) to dently the process by which Jmagined consumption reduces food intake. Par- ticipans rated their king forthe imagined food before and afler an imagination induction and played a reinforcement game, a measure of ha- brituation (13, 15, 23-25) (Note that his method tested whether repeatedly imagining the consump- thon ofa food leads one to fel disgusted by the fog which could also diminish consumption) First, all participants raged how much they liked cheddar cheese ona seven-point sale with endpoints: ds exremely (1) and lke exteme- ly (), Thea, they imagined 33 repetitive tasks Participants in a three-epetition condition imag ined performing 30 repetitions of the contol task (as in experiment 1) and then imagined eating 3 cheddar cheese cubes, Participants in a 30- ‘petition conuition imagined performing three ‘petitions of the control task and then imagined cating 30 cheddar cheese cubes. Then, all parcipans played the reinforce ment game: Participants were shown a picture FRE FRIG FROZ Reinforcement sch FRe4 tule Fats ofa cheddar cheese cube and a STOP sign; they cold collet points by elicng on the cheddar cheese eube, The game bepan with «fixed-atio reinforcement schedule of 4 (FRA), in. which every fouth ick eamed a point. Everytime pa Ticipants camed five points, the enforcement ratio was doubled, progressing tough FRS, FRI6, FRI2, FR64, and FRI28. Participants could end the game at any time by clicking the stop sign. For each thee points eamed in the game, patcpants received one cheddar cheese cube at the end of the experiment. At the end of the game, patiipanis rezated how much they liked cheddar cheese on scale identical to the scale wsed inthe beginning of the experiment. We ealeulated the difference between lik ing ratings before and ser the imagination task to create an index of change in liking, and log transfemed responses in the reinforcement game to crate an index of wanting. A 2(epetition: 3, 30) 2determinant wanting king) mixed ANOVA. with repesions imagined as a between-subjet factor and determinant a a within-subjects factor yielded a significant main effec for determinant ‘FUL, 66) ~ 657.10, P00, anda marginally sig nificant main effect far repesition, FU, 66) = 3.00, P-

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