Study: Viewing Indulgent Food Imagery May Help Dieters Control Consumption

A study led by the University of Bristol, in collaboration with the University at Buffalo School of Management, suggests that individuals actively trying to control their diet may use visual food content on social media as a self-regulation tool. The research, involving 840 participants, found that dieters spent significantly more time viewing indulgent food imagery than non-dieters but subsequently consumed less of the actual food when given access to it.

"It may sound counterintuitive, but our findings show that people, particularly those trying to control their diet, can use visual food content as a self-regulation tool."

Study Design and Methodology

The research, published in the journal Computers in Human Behavior, consisted of three experiments combining online surveys and controlled laboratory studies. A total of 840 participants, aged 19 to 77, took part. The paper is titled "Feeding on screens, not on plates: The paradoxical impact of unhealthy food content in digital media."

Key Findings

The experiments yielded consistent results regarding viewing behavior and subsequent consumption:

Participants viewed short social media-style videos depicting high-calorie and low-calorie chocolate desserts. Individuals who identified as being on a diet spent approximately 30% longer viewing the indulgent, high-calorie dessert videos compared to non-dieters.

• Consumption Result: When later given access to a bowl of real chocolates, the participants who were dieting consumed significantly less than the non-dieters.

Participants were exposed to videos featuring both junk food and healthy food options. Dieters were more likely to look at the unhealthy food imagery and viewed it for an average of about 50% longer than non-dieters.

Researcher Analysis and Statements

The researchers describe the observed process as "cross-modal satiation," where visual engagement with food content may partially satisfy the desire to eat.

• Dr. Esther Kang, Lecturer in Marketing at the University of Bristol and the study's lead author, stated that "Engaging with food imagery may help satisfy cravings without actual consumption."
• Dr. Kang further noted that the study results suggest "there may be a vast array of free online material which could assist people who are trying to resist their unhealthy cravings." She clarified that the imagery is not claimed to wholly replace the desire to eat.
• Dr. Arun Lakshmanan, Associate Professor of Marketing at the University at Buffalo School of Management and study co-author, explained: "We refer to this process as 'cross-modal satiation'. People can partially satisfy their desire to eat by consuming food visually rather than physically. This helps explain why engaging with food content on social media does not always translate into increased consumption."

Context and Background

The study provides context for its research focus, citing statistics on dieting prevalence and the scale of the weight loss industry:

• Approximately 60% of women and 40% of men in the United States report being on a diet.
• The weight loss industry in the United States is estimated to be worth approximately $257 billion.