2013 Fiscal Year Final Research Report

Why diets fail?: From a perspective of social cognition

Research Project

Project/Area Number	24730515
Research Category	Grant-in-Aid for Young Scientists (B)
Allocation Type	Multi-year Fund
Research Field	Social psychology
Research Institution	Hitotsubashi University
Principal Investigator	HIGUCHI OSAMU 一橋大学, 大学院社会学研究科, 特任講師(ジュニアフェロー) (50625879)
Project Period (FY)	2012-04-01 – 2014-03-31
Keywords	自己制御 / 目標と誘惑の葛藤 / ダイエット
Research Abstract	We explored whether enhancing self-control conflict promotes goal-pursuit. In experiment 1, we assessed a-amylase when participants told not to eat the most attractive candy of the candies which experimenter presented. In experiment 2, we assessed implicit attitudes toward high/ low calorie foods. In experiment 3, we manipulated the strength of self-control conflict. Half of the participants were asked to pull a joystick toward them if picture on computer screen was part of the category of food (e.g., salad, chocolate). The rest of the participants were asked to pull a joystick if the picture was part of the category of healthy (e.g., salad) and to push it if the picture was part of the category of tasty (e.g., chocolate). In experiment 1 & 2, results indicated that those who perceived more conflict succeeded in self-control. But in experiment 3, results indicated that those who perceived more conflict failed self-control.