There is emerging evidence that attentional biases are related to the consumption of substances such as alcohol and tobacco, and that attentional bias modification can reduce unwanted consumption of these substances. We present evidence for the first time that the same logical argument applies in the food and eating domain. We conducted two experiments which used a modified dot probe paradigm to train undergraduate women to direct their attention toward ('attend') or away from ('avoid') food cues (i.e., pictures of chocolate). In Experiment 1, attentional bias for chocolate cues increased in the 'attend' group, and decreased in the 'avoid' group.Experiment 2 showed that these training effects generalised to novel, previously unseen, chocolate pictures. Importantly, attentional re-training affected chocolate consumption and craving. In both experiments, participants in the 'avoid' group ate less chocolate in a so-called taste test than did those in the 'attend' group.Additionally, in Experiment 2, but not in Experiment 1, the 'attend' group reported stronger chocolate cravings following training, whereas the 'avoid' group reported less intense cravings. The results support predictions of cognitive-motivational models of craving and consumption that attentional biases play a causal role in consumption behaviour. Furthermore, they present a promising avenue for tackling unwanted food cravings and (over)eating. Fedoroff, Polivy and Herman (1997, 2003) showed that seeing and smelling freshly baked chocolate-chip cookies increased cravings for, and subsequent consumption, of these cookies. Similarly, Painter, Wansink and Hieggelke (2002) found that office workers ate more chocolates if these were in plain view on the desk than if they were in a drawer. Thus the omnipresence of densely calorific food and associated food images has been accepted as a contributing factor to widespread overeating and the increasing rates of obesity (Westerterp & Speakman, 2008).
KeywordsOne influential general theory that provides a coherent account for the observed link between cue exposure and consumption behaviour is Robinson and Berridge's (1993) incentive sensitisation model of craving and addiction. In this model, reward-related cues in the environment, such as drug-associated stimuli, acquire motivational properties, or incentive salience, through classical conditioning (i.e., repeated association between the cue and intake of the rewarding substance).Consequently, these cues come to be perceived as attractive and 'wanted'. As a result, reward-related cues automatically capture (i.e., bias) attention, stimulate craving, and guide behaviour toward substance acquisition and consumption. These processes are regulated by the dopaminergic system, and occur outside of conscious awareness. If the logic of the Incentive Sensitization model is correct and applies to food and eating, then one potential way to curb unwanted (over)consumption of food or other substances might be to modify the underlying attentional processes proposed...