Ambient lighting alters motivational responses to advertisements for foods of different energetic value

Abstract

Ambient lighting has been identified as a motivationally relevant context that affects cognition, emotion, and behavior, including food consumption and choice. This study adds to this body of work utilizing optimal foraging theory, which predicts individuals will prefer foods that deliver the most energy while costing the least energy to obtain. The environmental contexts in which one will have to forage alter perceived energy expenditure. An experiment was performed in which young adults viewed food advertisements that varied in energy density level in either dim or bright contexts. Metrics assessing motivational activation and attitudes were obtained across and post exposure. Individuals exhibited greater motivational intensity and preference when exposed to more energy dense foods in light contexts, but preference dissipated in dark contexts. Less energy dense foods elicited more motivational preference in dark contexts compared to light. Self-reported attitudes and intentions were only affected by context. Thus, variations in lighting may have larger implications for food choice and overall health.