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Jeffrey Inman
eople often associate consumption-related behaviors consumption to contextual factors and the pervasiveness of
4The means for the nutrients were between five and six on a t9 = 5.78, p < .001), whereas for participants who read the sad nar-
nine-point scale, indicating that participants perceived buttered rative (n = 10), the sadness score was higher than the happiness
popcorn as similar or only slightly higher in fat, calories, and satu- score (2.26 versus 4.63; t9 = 3.96, p < .01). As we expected, par-
rated fat than most products they consume. ticipants who read the neutral narrative (n = 9) showed no differ-
5For participants who read the happy story (n = 10), the happi- ence between their happiness and their sadness scores (3.22 versus
ness score was higher than the sadness score (5.80 versus 2.13; 3.40; t8 = .33, n.s.).
Finding 1: Incidental •If people are in a sad mood or •Targeting “sad” media •FDA warnings for
Affect: if they are taking medication programming may increase antidepressant medications
People tend to eat for depression, they can (1) consumption incidence could also warn of the danger
more when sad eat more healthful foods and relative to competing products. of overeating in such a
than when happy. (2) preplate their portions to •Such targeting should be condition.
prevent unintentional accompanied with a nutrition •Special attention needs to be
overeating. message or an eat-less-enjoy- given to situations in which
•People should realize that the it-more message. people are most likely to be
guilt that can follow overeating •Drug companies selling sad and possibly overeat.
can exacerbate negative antidepressants could These might include various
moods. consider a warning that health facilities, selected
•People should remind depression can lead to cafeterias, and situations in
themselves that they can still overeating and to choose which certain affect might be
enjoy the mood-related products and portion sizes induced (e.g., movies).
benefits of food by eating less wisely when taking
and enjoying it more. medication.
Finding 2: Information •Nutritional information •Nutritional information (in •Despite assertions to the
Moderation: influences how much people restaurants and on packages) contrary, nutritional
Nutrition information eat when they are in sad may be a win–win solution. It information can decrease
moderates moods more than when they can decrease overeating intake under some conditions
consumption for are in happy moods. among people who want to and may have a role if labeling
sad people but not •When people eat in a sad eat (those in a bad mood) but the nutrition information on
for happy people. mood, they should either not among those who are restaurant menus or on
check nutritional information there to celebrate. packaged goods.
or simply try to eat a more •There is less need for concern •Developing strategies to make
healthful food. that restaurant labeling will nutritional information salient
make people in a good mood is an important issue.
enjoy their food less.
Finding 3: •People need to be aware of •Product burnout is possible for •Do not focus efforts only on
Product–Affect the tendency to overeat both unhealthful and relatively indulgent foods, such as
Asymmetry: certain products depending on healthful products, though in snack foods and desserts.
Effects are their mood state. There is a different consumer groups Salience of nutritional
asymmetric across danger they can still overeat (sad versus happy). information seems relevant for
healthful and less (even if it is a relatively •Focus on information related all products.
healthful hedonic healthful product), if they are to all products in targeted •An education and legislative
foods. not warned about this mood situations, such as focus should include both
tendency. during programming that is healthful and unhealthful foods
•People should be encouraged often associated with affect because both have the
to eat what they want but to (e.g., news shows, movies, potential to be overeaten.
do so in small quantities. dramas).
Although switching to more
healthful foods is wise, people
still need to eat smaller
portions.
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