title: The paradoxical effect of diet commercials on reinhibition of dietary restraint.
abstract: Although many studies have explored the mechanism by which dietary restraint becomes disinhibited, few have examined how restraint is restored or "reinhibited." Using a taste test with preload design, we showed a sad movie clip interrupted by diet-related commercials, neutral commercials, or no commercials to women with high and low restraint scores. We predicted that images of successful dieting would foster reinhibition. Results, however, revealed the opposite: high restrained eaters who viewed the diet-oriented commercials ate more than other subjects. We interpret these data as suggesting that diet-related images act as additional disinhibitors and view our results in light of research linking ego threat to dietary disinhibition (Heatherton, Herman, & Polivy, 1991).
authors.affiliation: Department of Psychology, Williams College.
authors.forename: J
authors.initials: J
authors.lastname: Strauss
authors.forename: A E
authors.initials: AE
authors.lastname: Doyle
authors.forename: R E
authors.initials: RE
authors.lastname: Kreipe
mesh_terms: D000329:Advertising; D004032:Diet; D005247:Feeding Behavior; D005260:Female; D006801:Humans; D010865:Pilot Projects