Implicit and explicit attitudes differentially modulate food choice in hypothetical and real-choice environments

Abstract

Background: The present study examined the relationship between explicit and implicit attitudes and food choice. Specifically, it was tested whether choice environments differing in their complexity trigger different motivational signatures for confectionery choice. Methods: For assessing explicit attitudes, 97 participants evaluated three confectioneries regarding valence, taste and appearance. Implicit attitudes were measured by a single category implicit association task. Confectionery choice was assessed using a hypothetical paired comparison task contrasting two food images and a food replica buffet from which participants were asked to serve themselves a meal they would normally eat for lunch. Results: Path modeling revealed differences regarding the associations between explicit and implicit attitudes and confectionery choice in the two environments. While explicit attitudes were generally associated with confectionery choice (βs≥ .24, ps≤ .01), implicit attitudes were only related to confectionery self-served from the buffet (β=.24, p= .01). Discussion: The choice environment moderates the relationship between implicit and explicit attitudes and food choice. Implicit attitudes towards confectionery significantly predict confectionery choice only when the choice environment provides a rich stimulus array and is experientially engaging.