When local processing increases the appeal of healthy options

People often encounter self-control challenges in complex everyday environments in which objects that promote a given goal (e.g., to eat healthily) are mixed together with objects that obstruct that goal. For example, healthy and unhealthy food choices are often mixed together in restaurant menus. Because local processing facilitates attention to low-level details, we expect that it may play an important role in these complex situations. In the present studies, we test the hypothesis that local processing supports self-control when goal items and temptations are contextually paired. As predicted, our findings revealed that local processing (relative to global processing) increased evaluations of healthy items when those items were presented together with unhealthy items. As hypothesized, this effect of local processing only occurred when healthy and unhealthy foods were presented as complementary – not competing – options, suggesting that local processing may increase evaluations of healthy options by decreasing the extent to which individuals accept environmental cues that healthy and unhealthy foods belong together. These findings support recent research demonstrating that despite strong evidence of the advantages of global processing for self-control, local processing may also support self-control efforts in some important everyday situations.

► We examine the role of local vs. global processing in complex self-control environments.
► Three studies examine local vs. global processing and evaluations of food.
► We examine situations in which healthy and unhealthy foods are presented together (vs. apart).
► Healthy foods are rated more positively in complex situations under local (vs. global) processing.
► We thus find that local processing has benefits in some common self-control situations.