Alcohol representations are socially situated: An investigation of beverage representations by using a property generation task

How consumption and reward features affect desire for food, consumption intentions, and behaviour

Understanding the mechanisms that underlie desire and intentions may assist in the search for strategies to promote the selection and consumption of more sustainable and healthier products. Therefore, we conducted two experiments to examine how cognitive representations influence desire and intentions for various savoury dishes. In Experiment 1, 1000 participants were allocated to one of five conditions, listing either the typical, sensory, context, hedonic, or health features of 20 popular dishes to assess cognitive representations, before rating their present moment desire to consume each dish. Although there was no direct effect of condition on desire, there was a significant mediating effect of condition on desire through the proportion of consumption and reward features listed (i.e., sensory, context, and hedonic words). In Experiment 2, 892 participants were allocated to one of four conditions, listing either the typical, sensory, context, or health features for the same 20 dishes, before rating their intention to consume each dish over the next four weeks. At a 4-week follow-up, participants rated how often they had consumed each dish. Again, there was no direct effect of condition on intentions, although there was a significant mediating effect of condition on intentions through consumption and reward features. This suggests that mentally simulating a previous consumption experience increases intentions to consume the dish in mind. The results also showed a positive indirect effect of consumption and reward features on behaviour through an increase in intentions. Describing healthy and sustainable products in terms of the rewarding consumption experience may increase desire and intentions to consume them, improving the health of both people and the planet.

How (not) to talk about plant-based foods: using language to support the transition to sustainable diets

Reducing meat consumption is essential to curb further climate change and limit the catastrophic environmental degradation resulting from the current global food system. However, consumers in industrialised countries are hesitant to reduce their meat intake, often because they find plant-based foods less appealing. Despite the climate emergency, eating meat is still perceived as the norm, and recommended in most national dietary guidelines. To support the transition to more sustainable diets by providing insights for increasing the appeal of plant-based foods to mainstream consumers, this review presents recent research findings on how people think and communicate about meat-based and plant-based foods. The key findings we review include: (1) while vegans think about plant-based foods in terms of enjoyable eating experiences, omnivores think about plant-based foods in terms of health, vegan identity and other abstract information that does not motivate consumption in the moment. (2) Packages of ready-meals and social media posts on Instagram present plant-based foods with fewer references to enjoyable eating experiences than meat-based foods. (3) Presenting plant-based foods with language that references enjoyable eating experiences increases their appeal, especially for habitual meat eaters. This language includes words about sensory features of the food (e.g., crunchy, creamy), eating context (e.g. pub; with family) and immediate positive consequences of eating (e.g. comforting, delicious). In contrast, the term 'vegan' is strongly associated with negative stereotypes. Hence, rather than referring to being vegan, meat-free or healthy, the language used for plant-based foods should refer to sensory appeal, attractive eating situations and enjoyment.

Representational shifts: increasing motivation for bottled water through simulation-enhancing advertisements

BACKGROUND

Despite its numerous health benefits, consumers' daily water consumption is below recommend levels while soft drink consumption remains high. Previous research has shown that the degree to which drinks are cognitively represented in terms of consumption and enjoyment (i.e., through simulations of consumption and reward) predicts desire and intake. Here, we examined whether simulation-enhancing advertisements that frame water in terms of consumption and reward change cognitive representations and increase motivation for a fictitious bottled water.

METHODS

In three pre-registered online experiments (Nexp1 = 984; Nexp2 = 786; Nexp3 = 907), UK participants viewed three advertisements that either highlighted the rewarding consumption experience of water (e.g., "Refresh all your senses with this smooth, cool water"; simulation-enhancing ads), the health consequences of drinking water (e.g., "This water takes care of your health"; health-focused ads), or control ads. We assessed cognitive representations of the bottled water with a semantic feature production task, and we coded the words used as consumption and reward features or positive long-term health consequences features. We assessed motivation through ratings of the attractiveness of the water (Exp. 1 only), desire to drink it, and willingness to pay for it (WTP).

RESULTS

In line with our hypotheses, participants represented the bottled water more in terms of consumption and reward after viewing simulation-enhancing advertisements, and more in terms of positive long-term health consequences after viewing health-focused advertisements. There was no direct effect of advertisement condition on motivation ratings. However, significant indirect effects showed that simulation-enhancing advertisements increased desire and WTP through the proportion of consumption and reward features, whereas health-focused advertisements increased motivation through an increase in the proportion of positive long-term health consequences features. The effects through consumption and reward were stronger.

CONCLUSIONS

These findings are consistent with research suggesting that the experience of immediate reward from drinking water underlies intake. Public health interventions should emphasize the enjoyment of drinking water, rather than the long-term health benefits.

Polarizing Plates: Both Omnivores and Vegans Represent In-Group Foods With Eating Simulations

In two pre-registered experiments, we assessed how people cognitively represent meat and plant-based foods, to examine processes underlying dietary polarization in society. Food descriptions from U.K.-based omnivores (NExp. 1 = 109; NExp. 2 = 436) and vegans (NExp. 1 = 111; NExp. 2 = 407) were coded for features about consumption and reward (e.g., "rich," "indulgent," and "treat") or features independent of the consumption situation (e.g., "healthy," "protein," and "eco-friendly"). Participants used more consumption and reward features for diet-congruent dishes (meat dishes for omnivores and plant-based dishes for vegans) than for diet-incongruent dishes (vice versa). Omnivores focused on abstract, long-term consequences of plant-based foods, whereas vegans focused on the socio-political associations with meat foods. Consumption and reward features also positively predicted attractiveness ratings, the likelihood of ordering a dish, and eating intentions. These findings indicate the cognitive processes of polarized dietary groups that may hinder the mainstream transition to more sustainable food choices.

Increased consumption despite fewer occasions: A longitudinal analysis of COVID-19 lockdown effects on soft drink consumption in England

We examined the impact of a COVID-19 lockdown in England on the frequency of consumption occasions and amount of soft drinks consumed. Beverage consumption is strongly associated with specific, often social, consumption situations (e.g., going out). We reasoned that lockdown would affect consumption behaviour because it removed typical soft drink consumption situations. Specifically, we hypothesised that soft drink consumption occasions and amount would be reduced during lockdown compared to before and after lockdown, especially in typical soft drink consumption situations. In two surveys (Dec. 2020 and May 2021) among the same participants (N = 211, N = 160; consuming soft drinks at least once/week), we assessed the frequency of soft drink and water consumption occasions before, during, and after the Nov./Dec. 2020 lockdown, across typical soft drink and water drinking situations. This presents a detailed picture of the situations in which participants drink soft drinks and water, and how this was affected by a lockdown. We also assessed the daily amount of soft drinks and water consumed in each period, and perceived habitualness of drinking soft drinks and water. As predicted, participants reported fewer occasions of drinking soft drinks during lockdown compared to before and after, especially in typical soft drink consumption situations. Unexpectedly, however, the daily amount of soft drinks consumed increased during lockdown, compared to before and after, especially among participants with stronger perceived habitualness of soft drink consumption. Exploratory analyses suggest that during lockdown, participants increased their soft drink consumption at home. Water consumption, on the other hand, was not systematically affected by the lockdown. These findings suggest that even if some typical consumption situations disappear, consumption may be hard to disrupt if the behaviour is rewarding.

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.

The Psychology of Desire and Implications for Healthy Hydration

This article discusses the cognitive mechanisms underlying the motivation to consume sugar-sweetened beverages (SSBs) and outlines implications for developing healthy hydration habits. While the detrimental health consequences of consuming SSBs are well understood, the psychological processes underlying the motivation to consume them are understudied. To address this gap, the current article applies a grounded cognition theory of desire and motivated behaviour, which can be used as a framework to understand and potentially change the motivation for SSBs and healthier alternatives, such as water. The grounded cognition theory of desire argues that people represent foods and drinks through potentially rewarding simulations, or re-experiences, of consuming them. These simulations, in turn, can increase desire and motivated behaviour. In line with this theory, research on eating behaviour shows that people think about attractive food in terms of what it feels like to eat it and in terms of relevant eating situations and that these simulations predict the desire to eat. Similarly, emerging research on SSBs shows that people represent these beverages in terms of the sensory and rewarding experiences of drinking them, more so than water, and especially if they consume them often. These simulations, in turn, predict the desire for sugary drinks and actual consumption. This has implications for attempts to increase healthy hydration: in order to facilitate healthy choices, the immediate pleasure to be gained from consuming a healthy beverage should be emphasized, rather than its long-term benefits. Repeatedly facilitating healthy drink choices in similar situations can ultimately contribute to the development of healthy hydration habits.

Understanding Desire for Food and Drink: A Grounded-Cognition Approach

How does desire for food and drink arise in the human mind? We suggest that rewarding simulations, which are based on previous experiences, play a key role. In other words, people think about food and drink in terms of what it feels like to consume them, and this leads to desire. We illustrate this with research using behavioral, physiological, and neuroimaging methods. This work shows that food and drink cues (e.g., words, eating contexts, labels) trigger spontaneous eating and drinking simulations (e.g., thoughts about taste, texture, and enjoyment) and that these simulations affect desire and eating experiences (e.g., cravings, salivation, taste ratings). These simulations can be disrupted or diffused through working memory load or through mindfulness, thus reducing desire. We discuss these findings in the context of simulations in motivated behavior more generally and suggest directions for future research.

Studying human eating behaviour in the laboratory: Theoretical considerations and practical suggestions

Robinson and colleagues (2018) make important first steps in highlighting the shortcomings of laboratory studies of human eating behaviour, and providing some general suggestions to increase methodological and reporting quality. In this commentary, we present additional important theoretical considerations and practical suggestions. First, we discuss the role of situational cues in eating behaviour and highlight the implications for designing ecologically valid laboratory experiments. Next, we discuss food intake in laboratory settings in the context of the distinction between implicit and explicit measures used widely in social psychology, and provide practical recommendations to keep intake a relatively implicit measure. Finally, we recognise that designing optimal experiments requires significant resources so we present a practical procedure to recruit the smallest informative sample via Bayesian sequential hypothesis testing.

Mindfulness Reduces Reactivity to Food Cues: Underlying Mechanisms and Applications in Daily Life

PURPOSE OF REVIEW

Mindfulness-based interventions are becoming increasingly popular as a means to facilitate healthy eating. We suggest that the decentering component of mindfulness, which is the metacognitive insight that all experiences are impermanent, plays an especially important role in such interventions. To facilitate the application of decentering, we address its psychological mechanism to reduce reactivity to food cues, proposing that it makes thoughts and simulations in response to food cues less compelling. We discuss supporting evidence, applications, and challenges for future research.

RECENT FINDINGS

Experimental and correlational studies consistently find that the adoption of a decentering perspective reduces subjective cravings, physiological reactivity such as salivation, and unhealthy eating.

SUMMARY

We suggest that the decentering perspective can be adopted in any situation to reduce reactivity to food cues. Considering people's high exposure to food temptations in daily life, this makes it a powerful tool to empower people to eat healthily.