Muñoz-Vilches Naomí C, van Trijp Hans C M, Piqueras-Fiszman Betina
Marketing and Consumer Behaviour Group, Wageningen University & Research, Hollandseweg 1, 6706 KN Wageningen, The Netherlands.
Foods. 2020 Aug 12;9(8):1099. doi: 10.3390/foods9081099.
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.
很多时候，欲望会支配我们，阻碍我们做出更健康的食物选择。从扎根认知的角度出发，我们研究了两种心理模拟（过程和结果）在欲望和食物选择中的作用，以了解调节它们的过程，并找到鼓励更健康食物选择的策略。除了这些显性测量方法外，我们还使用了两种隐性方法来测量趋近-回避倾向和视觉注意力。我们的研究结果表明，想象食用不健康和健康食品会增加对所想象产品的欲望，似乎更倾向于选择不健康食品。然而，在隐性层面上，对食品的趋近和回避动机是中性的。想象食用不健康食品后会降低对所想象食物的欲望，尽管它在隐性层面上吸引人们，但会使人们更倾向于选择健康食品。当想象不健康食品时，无论模拟类型如何，对所有类型食物的注意力偏向都会增加。当想象健康食品时，对选择、动机和注意力偏向均无影响。总之，仅仅想象某些食物是促进更健康、更周全选择的一个潜在解决方案。
