Implicit and Explicit Influences on Spontaneous and Deliberate Food Choices

Marie-Cecile CERVELLON, International University of Monaco, Principality of Monaco
Laurette DUBE, McGill University, Canada
Barbel KNAUPER, McGill Univeristy, Canada
This paper highlights the interplay between implicit and explicit influences in driving spontaneous and controlled behavior in the context of food choices. In Study 1, the choice between chocolate and yoghurt is influenced by the implicit and explicit preferences whereas the intended behavior was only predicted by the explicit preference. Study 2 manipulates the cognitive resources available in a group of restrained and non-restrained eaters, in the context of a choice of cookies. Restrained eaters were more likely to choose the enriched option over the reduced fat when cognitive resources were depleted, in line with their implicit attitudes.
[ to cite ]:
Marie-Cecile CERVELLON, Laurette DUBE, and Barbel KNAUPER (2007) ,"Implicit and Explicit Influences on Spontaneous and Deliberate Food Choices", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 104-109.