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Justified indulgence: self-licensing effects on caloric consumption.

Sosja Prinsen1, Catharine Evers1, Denise T D de Ridder1

  • 1a Social, Health & Organizational Psychology , Utrecht University , Utrecht , Netherlands.

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Self-licensing, or justifying indulgence, increases unhealthy food consumption. Studies show that when given permission to indulge, individuals consume more calories from unhealthy snacks in both lab and real-world settings.

Keywords:
Self-licensingfood consumptionindulgencejustificationtemptation

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Area of Science:

  • Behavioral Psychology
  • Consumer Behavior
  • Nutrition Psychology

Background:

  • Self-licensing research often focuses on food choice (healthy vs. unhealthy).
  • Limited evidence exists on self-licensing's impact on the quantity of unhealthy food consumed.
  • This study investigates self-licensing effects on caloric intake.

Purpose of the Study:

  • To demonstrate self-licensing effects on caloric consumption.
  • To examine these effects in both laboratory and field settings.
  • To extend understanding beyond dichotomous food choices.

Main Methods:

  • Recruited female student samples across three studies (N=85, 95, 110).
  • Implemented a license condition (with justification cue) versus a control condition.
  • Measured caloric value of consumed unhealthy snacks (lab) or chosen snacks (field).

Main Results:

  • Caloric consumption was significantly higher in the license condition compared to the control condition across all studies.
  • Participants in the license condition consumed more unhealthy snacks (Studies 1 & 2).
  • Participants in the license condition chose snacks with higher caloric value (Study 3).

Conclusions:

  • Self-licensing is a significant factor influencing unhealthy food consumption.
  • The findings are based on ecologically valid measures of caloric intake.
  • Justification cues increase the quantity of unhealthy food consumed.