Activating health goals reduces (increases) hedonic evaluation of food brands for people who harbor highly positive (negative) affect toward them

► People have conflicting motivations of health and enjoyment with regard to food. ► We investigated the role of active health goals on expected enjoyment of junk foods. ► Active health goals and positive brand affect led to devalued hedonic judgments. ► However, activating health goals were counterproductive when affect is negative. ► Active health goals and negative brand affect led to increased hedonic judgments.