Tempt Me Just a Little Bit More: The Effect of Prior Food Temptation Actionability on Goal Activation and Consumption

People are often exposed to actionable food temptations (i.e., an immediate opportunity to consume, like when friends offer cookies) and nonactionable food temptations (i.e., no immediate consumption opportunity, like ads for chocolate). The results of three experiments suggest that prior exposure to nonactionable food temptations does not prevent the activation of an eating goal, given a subsequent consumption opportunity, while prior exposure to actionable food temptations prevents such activation. As a consequence, prior exposure to actionable food temptations enhances self-control on a current consumption occasion, while prior exposure to nonactionable food temptations reduces it. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..