Delicious and difficult to resist?: Inhibitory control differs in young women after exposure to food and non-food commercials

Abstract

Unhealthy food marketing, a ubiquitous food stimulus, may impact response inhibition, making it more difficult to maintain healthy eating behaviors. Individuals with disordered eating may be particularly susceptible to altered inhibition responses to food stimuli, making them more vulnerable to unhealthy food marketing, which could perpetuate their disordered eating behaviors. The present study examined response inhibition following exposure to food commercials in young women who reported either high levels of disordered eating (HEC) or low/no disordered eating (LEC) (N = 27; age: M = 19.28, SD = 1.01) by measuring event related potentials (ERPs) during a stop-signal task embedded with food stimuli. Results indicated that participants had significantly higher accuracy on stop trials displaying unhealthy food stimuli than trials displaying healthy food stimuli after viewing non-food commercials but displayed no difference after viewing food commercials. LEC individuals displayed a smaller N200/P300 amplitude in response to food stimuli on the stop-signal task after watching food commercials as compared to non-food commercials, but this difference did not exist for HEC individuals. Results indicate that unhealthy food commercials may impact behavioral and electrophysiological correlates of response inhibition evoked by food stimuli in young women, and individuals with disordered eating might actually be less responsive to food marketing than those without disordered eating.