This experiment investigated whether hunger selectively influences attitudes toward common food items. Participants completed a take-home questionnaire on which they rated their attitudes toward food and non-food items when they were either hungry (45 participants) or not hungry (45 participants); after returning the questionnaire, participants completed a second take-home questionnaire in the opposite hunger condition. Results of both between-subject and within-subject analyses revealed that participants rated foods more positively when hungry compared to not hungry and that there was no difference in the ratings of non-foods when hungry vs. not hungry. Moreover, attitudes toward high-fat foods changed more as a function of hunger than attitudes toward low-calorie foods. As attitudes are important for guiding behavior, these results suggest that food attitudes influence daily eating patterns and consumer decisions regarding food purchases. The findings may also have important health implications because hunger exerts a greater influence on attitudes toward high-fat foods.
Copyright 1999 Academic Press.