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Can evaluative conditioning decrease soft drink consumption?

Jena A Shaw1, Evan M Forman1, Hallie M Espel1

  • 1Drexel University, 3141 Chestnut St., Department of Psychology, Philadelphia, PA, 19104, United States.

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|May 22, 2016
PubMed
Summary
This summary is machine-generated.

Evaluative conditioning (EC) reduced real-world soda consumption but not immediate taste test intake. The intervention was more effective for individuals with pre-existing negative soda attitudes.

Keywords:
Eating behaviorEvaluative conditioningImplicit attitudesObesitySoft drinks

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Area of Science:

  • Behavioral Psychology
  • Consumer Behavior
  • Health Psychology

Background:

  • Soft drink consumption is a public health concern.
  • Implicit attitudes and actual behavior are key targets for intervention.
  • Evaluative conditioning (EC) is a psychological technique that can alter attitudes and behaviors.

Purpose of the Study:

  • To investigate the effectiveness of a picture-picture EC procedure on soft drink (soda) outcomes.
  • To assess the impact of EC on implicit attitudes, taste test consumption, and real-world consumption.
  • To determine if EC can modify soda consumption habits.

Main Methods:

  • Participants were assigned to either an EC condition or a control condition.
  • In the EC condition, soda images were paired with disgust images, and water images with pleasant images.
  • The control condition involved viewing images without pairing.

Main Results:

  • The EC group showed a significant reduction in real-world soda consumption.
  • No significant difference in soda consumption was observed during the immediate taste test.
  • EC increased negative implicit attitudes towards soda only in participants with higher baseline negative attitudes.

Conclusions:

  • EC shows potential for influencing soda drinking habits, particularly real-world consumption.
  • A brief EC intervention may be insufficient to alter attitudes towards established brands without pre-existing negative sentiment.
  • The findings suggest EC's efficacy is moderated by baseline attitudes and the specific consumption measure.