a School of Psychology , Flinders University , Adelaide , Australia.
Psychol Health. 2014;29(10):1192-205. doi: 10.1080/08870446.2014.918267. Epub 2014 May 21.
This study investigated the effect of exposure to television food advertising on accessibility of food-related cognitions and motivation to eat.
We initially developed a word stem completion task to measure accessibility of food-related cognitions. In two subsequent experiments, 160 female undergraduate students (Experiment 1) and 124 overweight or obese community-dwelling women (Experiment 2) viewed a series of television commercials advertising either food or non-food products. They then completed the word stem task and also rated their desire to eat.
Exposure to televised food advertisements led to the completion of word stems with more food- and eating-related words in both experiments. It also increased self-reported desire to eat, but only for overweight and obese individuals (Experiment 2). In both samples, there was a positive association between accessibility of food-related cognitions and reported desire to eat, following priming with television food advertisements.
We conclude that an increased activation of food-related cognitions may provide a mechanism for the link between food advertising and consumption. This has implications for tackling pathological (over)eating.
本研究旨在探讨接触电视食品广告对食物相关认知的可及性和进食动机的影响。
我们最初开发了一个词干完成任务来衡量食物相关认知的可及性。在随后的两项实验中，160 名女性本科大学生（实验 1）和 124 名超重或肥胖的社区居民女性（实验 2）观看了一系列宣传食品或非食品产品的电视广告。然后，他们完成了词干任务，并对他们的进食欲望进行了评分。
在这两项实验中，接触电视食品广告会导致更多与食物和进食相关的词完成词干。它还增加了自我报告的进食欲望，但仅针对超重和肥胖个体（实验 2）。在两个样本中，在电视食品广告的提示下，食物相关认知的可及性与报告的进食欲望之间存在正相关关系。
我们的结论是，食物相关认知的激活增加可能为食品广告与消费之间的联系提供了一种机制。这对解决病理性（过度）进食问题具有重要意义。
