Exposure to slim images in mass media: Television commercials as reminders of restriction in restrained eaters

Objective: The aim of the present study was to explore the effects of exposure to slim images and diet-related products in commercials on actual food intake in relation to dietary restraint. Design: An experimental design was used, in which food intake was measured in 124 female students who watched either a sad or a neutral movie on television, which was interrupted by either commercials featuring slim models and diet products, or neutral commercials. Subsequently, participants filled out questionnaires on dietary restraint and any tendency toward overeating. Main outcome variable: Intake of snack food while watching television. Results: It was found that highly restrained students exposed to commercials with slim models and diet-related products ate less food, whereas less restrained eaters ate slightly more after seeing these commercials. Conclusion: The findings suggest that restrained eaters confronted with diet products and slim images when watching television will be reminded of their restricted eating behavior and eat less. The present study provides support for the reinhibition theory of slim media images.