The development of the attitudes to chocolate questionnaire

Two hundred and twenty-six females and 104 young adult males indicated the extent to which 80 comments concerning chocolate applied to them. Factor analysis indicated that three factors accounted for these data. The first factor was weighted on questions that indicated a craving for chocolate and the tendency to seek comfort from chocolate under emotionally stressful conditions: it was labelled craving. The second factor was weighted with comments that reported that negative feelings were associated with eating chocolate and dissatisfaction with weight and body image: it was labelled guilt. A third factor reflected a functional approach, for example chocolate was used to give energy when taking exercise or if a meal was missed. Craving but not guilt was associated with the eating of chocolate bars. A high guilt score was associated with a tendency to report symptoms such as bingeing and vomiting.