Forbidden fruit: Does thinking about a prohibited food lead to its consumption?

Objective: The phenomenon of overeating the very foods that one is trying t o resist is potentially consistent with both an ironic process account of o vereating and a reactance account of the desire for "forbidden fruit. " The se two models are tested. Method: Participants in two studies were prohibit ed or not prohibited from eating a food, or they were encouraged to "choose " to avoid it. Food consumption, thoughts, and desire were assessed before and alter the food was forbidden. Results: Consistent with an ironic proces s account, participants' thoughts about the food increased, regardless of w hether they were required to or chose to avoid it. Consistent with a reacta nce account, participants' desire for the food increased ii they were requi red to avoid it, but not if they chose to avoid it. Participants did not, h owever, ultimately overeat the forbidden food. Discussion: Neither increase d thoughts nor enhanced desire for a food,necessarily leads to overindulgen ce. (C) 2001 by John Wiley & Sons, Inc.