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Related Experiment Video

Updated: Dec 24, 2025

Studying Food Reward and Motivation in Humans

Studying Food Reward and Motivation in Humans

Published on: March 19, 2014

A high perceptual load task reduces thoughts about chocolate, even while hungry.

Jenny Morris¹, Man Yung Keith Ngai¹, Martin R Yeomans¹

¹Department of Psychology, University of Sussex, Falmer, BN1 9QH, United Kingdom.

|April 9, 2020

Summary

High perceptual load tasks can significantly reduce intrusive thoughts about food, like chocolate cravings. This strategy may help disrupt unhealthy eating behaviors by reducing appetitive thoughts.

Keywords:

Attention Craving reduction Food craving Intrusive thoughts Perceptual load

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Area of Science:

Cognitive Psychology
Behavioral Science
Neuroscience

Background:

Intrusive thoughts about food can lead to cravings and unhealthy eating patterns.
Attention and cognitive load are key factors influencing thought processes and behavior.

Purpose of the Study:

To investigate the applicability of Load Theory of attention to eating behavior.
To determine if manipulating perceptual load can reduce intrusive appetitive-related thoughts about chocolate.

Main Methods:

Sixty female participants interacted with chocolate, then completed a visual search task with varying perceptual load (set size).
Appetitive thoughts about chocolate were measured using self-caught and probe-caught methods.
Hunger, craving, and liking for chocolate were also assessed.

Main Results:

High perceptual load significantly reduced appetitive-related thoughts about chocolate by over 50% compared to low load.
These reductions were observed across both self-caught and probe-caught measures.
High perceptual load eliminated individual differences in craving and liking for chocolate, unlike low load.

Conclusions:

Engaging in perceptually demanding tasks effectively reduces intrusive appetitive thoughts.
This approach offers a potential strategy for disrupting the cycle of craving at its earliest stage.
Findings support the use of Load Theory to understand and manage food-related intrusive thoughts and behaviors.