How Movie Characters’ Eating Influences Viewers’ Eating: Effects of Unconscious Goal Contagion and Satiation

Shuo Zhou, Michael A. Shapiro

Research output: Contribution to conferencePaperpeer-review

Abstract

Can watching a movie eating scene unconsciously activate or deactivate an eating goal? A scene from a popular comedy was manipulated to end with a character continuing to eat (ongoing) or finish eating (completed). Viewers ate more after watching the ongoing version compared to the completed version, but only among those manipulated to identify with a character. Viewers were more likely to choose savory food after viewing the ongoing version, but sweet food after viewing the completed version. The results extend the notion of media influence on unconscious goal contagion and satiation to movie eating, and raise the possibility that completing a goal can activate a logically subsequent goal. Implications for understanding media influence on health behaviors are discussed.
Original languageEnglish
Publication statusPublished - Jun 2016
EventICA 2016 - 66th Annual International Communication Association Conference: Communicating With Power - Fukuoka, Japan
Duration: 9 Jun 201613 Jun 2016
https://convention2.allacademic.com/one/ica/ica16/

Conference

ConferenceICA 2016 - 66th Annual International Communication Association Conference
Country/TerritoryJapan
CityFukuoka
Period9/06/1613/06/16
Internet address

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