Positive emotions and their upregulation increase willingness to consume healthy foods.

While highly relevant for everyday life, it is unclear whether experiencing incidental positive or negative emotional states, and active emotion regulation, influence the weighting of perceived taste and health in food choices. In Experiment 1, we examined two emotion regulation strategies, reappraisal and distraction, used to decrease negative emotions. Participants were cued to experience or decrease their emotional response for either neutral or negative incidental emotion-inducing images. They subsequently rated their willingness to consume foods, which varied in their taste and health attributes. Mixed-effects model analysis showed that compared to neutral, negative emotions decreased willingness to consume, regardless of perceived taste and health, but neither emotion regulation strategy had a significant effect. Experiment 2 used images inducing incidental positive emotions in combination with three emotion regulation strategies: reappraisal, distraction, and increasing positive emotions. Experiencing positive emotions generally increased willingness to consume, with stronger effects for tasty and healthy foods. Decreasing positive emotions via reappraisal decreased willingness to consume, particularly for healthy foods. Increasing positive emotion intensity further increased willingness to consume, with stronger effects for healthy foods. The results suggest that experiencing positive emotions increases desire particularly strongly for healthy foods, which can additionally be modulated via emotion regulation. This has important implications for designing health-related interventions targeting mood improvement.