Food as Risk: How Eating Habits and Food Knowledge Affect Reactivity to Pictures of Junk and Healthy Foods

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ABSTRACTThis study explores how people respond to images of junk versus healthy food as a function of their eating habits and food knowledge. The experiment reported here proposed and tested the idea that those with unhealthy eating habits but highly knowledgeable about healthy eating would feel more positive and also more negative toward junk food images compared to images of healthy food because they may perceive them as risky—desirable but potentially harmful. The psychophysiological data collected from participants during their exposure to pictures of junk versus healthy food supported this idea. In addition, unhealthy eaters compared to healthy eaters with the same degree of food knowledge responded more positively to all food items. The findings are critical from a health communication perspective. Because unhealthy eaters produce stronger emotional responses to images of junk food, they are more likely to process information associated with junk food with more cognitive effort and scrutiny. Thus, when targeting this group and using images of junk food, it is important to combine these images with strong message claims and relevant arguments; otherwise, if the arguments are perceived as irrelevant or weak, the motivational activation associated with junk food itself may transfer into an increased desire to consume the unhealthy product.