Resistance can be futile: Investigating behavioural rebound

One hundred and thirty-four non-dieting participants spent 5 min thinking aloud under three different conditions. Participants either suppressed or expressed thoughts of eating chocolate, or verbalised with no further instructions. After thinking aloud, all participants took part in a taste preference task where they tried two brands of chocolate and answered questions about their preference. Unbeknownst to participants the variable of interest was the amount of chocolate eaten, not their preference. Results indicated an interaction between condition (suppression vs. expression vs. control) and gender. Both male and female participants showed a behavioural rebound effect, consuming significantly more chocolate after suppression than participants in the verbalise only control group. However, in the expression group, a clear difference between males and females was manifested, while females ate a similar amount of chocolate in the expression and verbalise only control groups, males ate the most chocolate in the expression group and this was significantly greater than the amount eaten after suppression or the verbalise only control group.