Research on counteractive control theory suggests that exposure to food cues should bolster the dieting goal in restrained individuals. However, other research has found food cues to increase eating. The present study investigates whether cue specificity influences whether counteractive control or hyper-responsiveness to food cues takes precedence in dieters’ food selection and eating behavior. Restrained eaters were assigned to view a cookie, cake, or flower cue, then they selected a snack to take (apple or cookie). Participants also had an opportunity to eat cookies. Results showed that restrained participants exposed to the cake cue chose the apple more often than those receiving any other cue; exposure to a tempting cue not specific to the snack offered elicited counteractive control. However, participants exposed to either food cue ate more cookies than those exposed to the neutral cue. The role of food cue specificity in counteractive control and its limits are examined.

Research on counteractive control theory suggests that exposure to food cues should bolster the dieting goal in restrained individuals. However, other research has found food cues to increase eating. The present study investigates whether cue specificity influences whether counteractive control or hyper-responsiveness to food cues takes precedence in dieters’ food selection and eating behavior. Restrained eaters were assigned to view a cookie, cake, or flower cue, then they selected a snack to take (apple or cookie). Participants also had an opportunity to eat cookies. Results showed that restrained participants exposed to the cake cue chose the apple more often than those receiving any other cue; exposure to a tempting cue not specific to the snack offered elicited counteractive control. However, participants exposed to either food cue ate more cookies than those exposed to the neutral cue. The role of food cue specificity in counteractive control and its limits are examined.

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abstract: Although it is commonly assumed that consumers eat more and find food to be more attractive when hungry, surprisingly little research has looked at how robust this effect might be and what could moderate it. Building on theories of hunger and self-control, this research examines which types of foods (hedonic or utilitarian) are more attractive and likely to be consumed by hungry consumers. Across a series of six experiments I find that when hungry and under reduced cognitive capacity, consumers find hedonic foods more attractive and consume them in larger quantities. However, when hungry and with high cognitive capacity, consumers have the ability to engage in counteractive self-control, thus limiting both the attractiveness and consumption of hedonic food items. Furthermore, I find that hunger is not likely to influence the attractiveness of utilitarian foods, but is likely to increase the consumption of these foods, regardless of cognitive capacity. / Dissertation/Thesis / Ph.D. Business Administration 2012