Unhealthy how?: Implicit and explicit affective evaluations of different types of unhealthy foods

The present study examines the utility of distinguishing nutritional characteristics in implicit and explicit affective evaluations of foods, both nomothetically and idiographically. To this end, we employ indirect and direct versions of the affect misattribution procedure (AMP; Payne, Cheng, Govorun, & Stewart, 2005) to assess affective evaluations of foods that vary along dimensions of added fat and added sugar. Normatively, both added fat and added sugar are associated with more positive affective evaluations. Idiographically, both hunger and external eating are associated with more positive fat-based affective evaluations. Patterns of results were similar across implicit and explicit affective evaluations, inconsistent with a dual-process conceptualization of affective evaluation. Overall, the current work supports the utility of continuing to employ more stringently characterized image stimuli with known nutritional properties, as well as structurally similar measures of implicit and explicit affective evaluations in future work.