A multidimensional ambivalence model of chocolate craving: Construct validity and associations with chocolate consumption and disordered eating

This study tested the construct validity of a multidimensional ambivalence model of chocolate craving, and examined the concurrent and discriminant validity of the model with respect to chocolate consumption and disordered eating behaviors. The Orientation to Chocolate Questionnaire (OCQ) was administered to 312 university students (79.5% female) along with measures of chocolate consumption and disordered eating. Results supported a three-factor model of chocolate craving incorporating approach and avoidance inclinations and feelings of guilt. These craving dimensions differentially predicted frequency and quantity of chocolate consumption as well as a range of disordered eating behaviors. Chocolate-related guilt was a consistent indicator of dysfunctional eating patterns, but was unrelated to external or functional eating. Approach inclinations positively predicted consumption-oriented eating behaviors and negatively predicted avoidance-oriented behaviors. Active avoidance inclinations facilitated restraint and inhibited frequency of consumption, but were unrelated to quantity consumed. In line with contemporary theories of substance craving, chocolate craving can be conceptualized as a net action disposition resulting from the relative strength of the competing processes underlying indulgence and restraint.