The choice of fat-free vs. regular-fat fudge: the effects of liking for the alternative and the restraint status

Non-restrained and restrained American women (N=157) chose a portion of a fat-free or regular-fat hot fudge, to be eaten on a portion of fat-free or regular-fat (depending on the experimental condition) ice cream. The subjects had tasted and rated samples of both fudge and ice cream earlier in the same session and, prior to the choice, they were informed of their own hedonic ratings of both fudges and of the respective fat contents (“fat-free” vs. “regular-fat”). The higher the hedonic difference (fat-freeminus regular-fat) between hot fudge samples and the higher the individual restraint score, the more likely was the choice of the fat-free option. Also, the less hungry the subjects were prior to testing, the more likely they were to choose the fat-free version. On average, the hedonic difference between the hot fudge samples was roughly −0·5 for those choosing the fat-free option, while the corresponding value for subjects choosing the regular-fat version was −3 (9-point scale). The type of ice cream did not affect the choice. The data demonstrate the effects of a food (its hedonic quality), person (restrained status), and context (perceived hunger) on food choice.