Evaluating eating behavior traits of virtual targets: Attitudes and empathy

There are many common stereotypes related to food consumption and eating behaviors that are considered indicative of one's personal character. Negative evaluations of an individual based on their eating behaviors may lead to stigmatization and other harmful psychosocial outcomes. Using vignette scenarios, we examined 582 participants' attitudes towards two target characters who exhibited bitter food dislike and high reward-based eating drive respectively. In open-ended text responses, participants were more likely to respond negatively and use stigmatizing language when describing the character with high reward-based eating drive versus the character with bitter food dislike. In addition, empathic responses depended on whether participants believed they, themselves, exhibited reward-based eating drive. Participants tended to be more empathetic and more positive towards the target who shared their own reward-based eating behaviors. Interestingly, the same was not true for those who shared bitter food distaste. These results suggest that eating behaviors that are perceived as more controllable and unusual may be more negatively perceived. Targeted education or support to reduce negative attitudes about such traits may be beneficial.