Background: We investigated the down-stream consequences of
unconsciously provoked self-regulation failure. Building on recent insights, we hypothesized
that unconsciously provoked unhealthy eating triggers a need to ‘confabulate’ a reason to
justify this behavior. In addition, we aimed to foster insight into when confabulation occurs,
by testing the moderating role of standards and the presence of an explanation. Method: The
study (N = 125) had a 2 (Dieting Standard: high- low) x 3 (Condition: control - prime - prime
and tell) between subjects design. Participants were primed to indulge in chocolate. The
dependent variable was the degree to which participants confabulated a reason to justify their
indulgence. Findings: Participants primed to indulge confabulated reasons for indulgence, but
only when they had strong dieting standards and no explanation for indulging was provided.
Discussion: Results enhance insight into the downstream consequences of unconsciously triggered
self-regulation failure. Moreover, they suggest that the obesogenic food environment is
problematic not merely because people overeat, but also because they subsequently seek for
justifications, which may spill over to next occasions thereby leading to even more unhealthy
behavior.
