How visual images of chocolate affect the craving and guilt of female dieters

This study asks whether exposure to images of chocolate induces cravings and guilty feelings in females. A further aim was to examine whether these effects are heightened in the case of dieters. The participants, 85 females, saw a series of enticing media images, either of chocolate or of non-food products. Two thirds of the sample were dieting or had dieted in the past; 15% had been on seven or more diets. After viewing the images all participants completed the Attitudes to Chocolate Questionnaire (ACQ) [Benton, Greenfield, & Morgan (1998). The development of the attitudes to chocolate questionnaire. Personality and Individual Differences, 24(4), 513–520]. The different conditions affected only those who dieted. Dieters had significantly higher ACQ scores after viewing the chocolate images than the non-dieters. It is suggested that dietary restriction increases desire for forbidden foods, in the form of craving, and may induce negative affect such as guilt, anxiety and depression.