Attention! Can choices for low value food over high value food be trained?

Abstract

People choose high value food items over low value food items, because food choices are guided by the comparison of values placed upon choice alternatives. This value comparison process is also influenced by the amount of attention people allocate to different items. Recent research shows that choices for food items can be increased by training attention toward these items, with a paradigm named cued-approach training (CAT). However, previous work till now has only examined the influence of CAT on choices between two equally valued items. It has remained unclear whether CAT can increase choices for low value items when people choose between a low and high value food item. To address this question in the current study participants were cued to make rapid responses in CAT to certain low and high value items. Next, they made binary choices between low and high value items, where we systematically varied whether the low and high value items were cued or uncued. In two experiments, we found that participants overall preferred high over low value food items for real consumption. More important, their choices for low value items increased when only the low value item had been cued in CAT compared to when both low and high value items had not been cued. Exploratory analyses revealed that this effect was more pronounced for participants with a relatively small value difference between low and high value items. The present research thus suggests that CAT may be used to boost the choice and consumption of low value items via enhanced attention toward these items, as long as the value difference is not too large. Implications for facilitating choices for healthy food are discussed.