Department of Management

Sandwich or sweets? An assessment of two novel implicit association tasks to capture dynamic motivational tendencies and stable evaluations towards foods

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Standard

Sandwich or sweets? An assessment of two novel implicit association tasks to capture dynamic motivational tendencies and stable evaluations towards foods. / Kraus, Alexandra; Piqueras-Fiszman, Betina .

In: Food Quality and Preference, Vol. 49, 2016, p. 11-19.

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Harvard

APA

CBE

MLA

Vancouver

Author

Kraus, Alexandra ; Piqueras-Fiszman, Betina . / Sandwich or sweets? An assessment of two novel implicit association tasks to capture dynamic motivational tendencies and stable evaluations towards foods. In: Food Quality and Preference. 2016 ; Vol. 49. pp. 11-19.

Bibtex

@article{6ea91f5ac47948b9847fd18d4a71f261,
title = "Sandwich or sweets?: An assessment of two novel implicit association tasks to capture dynamic motivational tendencies and stable evaluations towards foods",
abstract = "Desire, purchase, and consumption of fast-moving consumer goods often follow actual motivational states instead of habitual preferences. This has led to an increasing interest within health sciences to investigate the causes for irrational eating behaviours among consumers, particularly with the use of indirect measurements. However, literature results on the relationship between dynamic, motivational concepts (e.g., approach or avoidance tendencies) and evaluative concepts (e.g., positive or negative associations) remain inconclusive, possibly due to the use of different experimental manipulations and methodologiesto operationalize these. Our aim with this study is to contribute to this line of research by developing a novel methodology that is based on structurally identical indirect measurement procedures. We measured explicit desire (motivation) and liking (evaluation) of two different foods (sandwich andsweets) on visual analogue scales, as well as implicit approach–avoidance tendencies and implicit positive–negative associations with two variants of the recoding-free Implicit Association Tests (IAT-RFs). At first, all participants (N = 108) unwrapped, smelled, and explicitly judged the two foods, then allwatched a video clip (during which half of the participants were allowed to eat the sandwich but not the sweets), and finally they all performed the two indirect measurements. Thus, desire for the foods was experimentally manipulated between participants. We hypothesized that a valid measure should show an interaction of food category (manipulated within participants) and desire fulfilment. Hence, explicit desire and implicit approach motivation should behigher for participants that were not allowed to consume the sandwich and fulfil their desire, compared to the group that was able to eat the sandwich during the experiment. Results confirm our hypothesis. The motivational IAT-RF correctly assessed approach tendencies towards the sandwich in the group thatdid not eat, and approach tendencies towards the sweets in the group that just ate a sandwich. In contrast, the evaluative IAT-RF measure did not reflect a clear {\textquoteleft}{\textquoteleft}preference” towards any of the two popular products in both groups. This research provides a potentially relevant methodology for consumer studies{\textquoteright} by offering a chance to differentiate between implicit motivational and evaluative concepts within consumer behaviour ",
keywords = "Motivation, Implicit measures, Recoding free Implicit Association Test, (IAT-RF), Hunger, Food reward",
author = "Alexandra Kraus and Betina Piqueras-Fiszman",
year = "2016",
doi = "10.1016/j.foodqual.2015.11.005",
language = "English",
volume = "49",
pages = "11--19",
journal = "Food Quality and Preference",
issn = "0950-3293",
publisher = "Pergamon Press",

}

RIS

TY - JOUR

T1 - Sandwich or sweets?

T2 - An assessment of two novel implicit association tasks to capture dynamic motivational tendencies and stable evaluations towards foods

AU - Kraus, Alexandra

AU - Piqueras-Fiszman, Betina

PY - 2016

Y1 - 2016

N2 - Desire, purchase, and consumption of fast-moving consumer goods often follow actual motivational states instead of habitual preferences. This has led to an increasing interest within health sciences to investigate the causes for irrational eating behaviours among consumers, particularly with the use of indirect measurements. However, literature results on the relationship between dynamic, motivational concepts (e.g., approach or avoidance tendencies) and evaluative concepts (e.g., positive or negative associations) remain inconclusive, possibly due to the use of different experimental manipulations and methodologiesto operationalize these. Our aim with this study is to contribute to this line of research by developing a novel methodology that is based on structurally identical indirect measurement procedures. We measured explicit desire (motivation) and liking (evaluation) of two different foods (sandwich andsweets) on visual analogue scales, as well as implicit approach–avoidance tendencies and implicit positive–negative associations with two variants of the recoding-free Implicit Association Tests (IAT-RFs). At first, all participants (N = 108) unwrapped, smelled, and explicitly judged the two foods, then allwatched a video clip (during which half of the participants were allowed to eat the sandwich but not the sweets), and finally they all performed the two indirect measurements. Thus, desire for the foods was experimentally manipulated between participants. We hypothesized that a valid measure should show an interaction of food category (manipulated within participants) and desire fulfilment. Hence, explicit desire and implicit approach motivation should behigher for participants that were not allowed to consume the sandwich and fulfil their desire, compared to the group that was able to eat the sandwich during the experiment. Results confirm our hypothesis. The motivational IAT-RF correctly assessed approach tendencies towards the sandwich in the group thatdid not eat, and approach tendencies towards the sweets in the group that just ate a sandwich. In contrast, the evaluative IAT-RF measure did not reflect a clear ‘‘preference” towards any of the two popular products in both groups. This research provides a potentially relevant methodology for consumer studies’ by offering a chance to differentiate between implicit motivational and evaluative concepts within consumer behaviour

AB - Desire, purchase, and consumption of fast-moving consumer goods often follow actual motivational states instead of habitual preferences. This has led to an increasing interest within health sciences to investigate the causes for irrational eating behaviours among consumers, particularly with the use of indirect measurements. However, literature results on the relationship between dynamic, motivational concepts (e.g., approach or avoidance tendencies) and evaluative concepts (e.g., positive or negative associations) remain inconclusive, possibly due to the use of different experimental manipulations and methodologiesto operationalize these. Our aim with this study is to contribute to this line of research by developing a novel methodology that is based on structurally identical indirect measurement procedures. We measured explicit desire (motivation) and liking (evaluation) of two different foods (sandwich andsweets) on visual analogue scales, as well as implicit approach–avoidance tendencies and implicit positive–negative associations with two variants of the recoding-free Implicit Association Tests (IAT-RFs). At first, all participants (N = 108) unwrapped, smelled, and explicitly judged the two foods, then allwatched a video clip (during which half of the participants were allowed to eat the sandwich but not the sweets), and finally they all performed the two indirect measurements. Thus, desire for the foods was experimentally manipulated between participants. We hypothesized that a valid measure should show an interaction of food category (manipulated within participants) and desire fulfilment. Hence, explicit desire and implicit approach motivation should behigher for participants that were not allowed to consume the sandwich and fulfil their desire, compared to the group that was able to eat the sandwich during the experiment. Results confirm our hypothesis. The motivational IAT-RF correctly assessed approach tendencies towards the sandwich in the group thatdid not eat, and approach tendencies towards the sweets in the group that just ate a sandwich. In contrast, the evaluative IAT-RF measure did not reflect a clear ‘‘preference” towards any of the two popular products in both groups. This research provides a potentially relevant methodology for consumer studies’ by offering a chance to differentiate between implicit motivational and evaluative concepts within consumer behaviour

KW - Motivation

KW - Implicit measures

KW - Recoding free Implicit Association Test

KW - (IAT-RF)

KW - Hunger

KW - Food reward

U2 - 10.1016/j.foodqual.2015.11.005

DO - 10.1016/j.foodqual.2015.11.005

M3 - Journal article

VL - 49

SP - 11

EP - 19

JO - Food Quality and Preference

JF - Food Quality and Preference

SN - 0950-3293

ER -