Emotions for a novel health food: Is there an impact bias and can it be reduced?

Eating decisions may be influenced by an impact bias, or the tendency to overestimate the intensity and duration of emotions for future events or outcomes. In this study, we tested the impact bias, among college students, for eating a novel health food – kale chips. We also examined how an emotion adaptation recall exercise influenced emotions and eating behavior. After reading about the health benefits of kale, college students (N = 80) reported their anticipated emotions (e.g., how intensely they would experience each emotion) for eating kale chips. Following a control (n = 40) or emotion adaptation (n = 40) writing exercise, they were asked to eat these chips. They then reported their experienced emotions (e.g., how intensely they experienced each emotion) as well as their intentions to eat kale in the future. Findings indicated that participants showed a negative impact bias in which they anticipated more intense negative emotions than they experienced. However, they showed an opposite effect for positive emotions, anticipating lower positive emotion than they experienced. Relative to the control group, those who did an emotion adaptation exercise experienced lower levels of disgust after eating kale chips and reported higher intentions to eat them in the future. Subsequent analyses of consumption revealed that those in the emotion adaptation condition also ate more of the kale chips. Findings suggest that affective forecasting theory may be a useful framework through which to develop and test ideas about emotions and eating in the context of novel health foods.