Recall of Vegetable Eating Affects Future Predicted Enjoyment and Choice of Vegetables in British University Undergraduate Students

Predictions about enjoyment of future experiences are influenced by recalling similar past experiences. However, little is known about the relationship between hedonic memories of past eating episodes and future eating behavior. We investigated recall of previous experiences of eating vegetables and the effect of recall on future predicted liking for and consumption of vegetables. British University undergraduate students were asked to retrieve memories of previous occasions when they ate vegetables and were asked to rate how enjoyable those experiences were (Study 1, n=54). The effect of different types of memory recall (including vegetable eating recall) and visualization of someone else eating vegetables (to control for priming effects) on predicted likelihood of choosing vegetables and predicted enjoyment of eating vegetables was examined (Study 2, n=95). Finally, the effect of recalling vegetable eating memories on actual food choice from a buffet was assessed (Study 3, n=63). It is reported that people recall positive memories of past vegetable consumption (P<0.05) and that reminding people of these experiences results in higher predicted future liking for vegetables (P<0.05) and choice of a larger portion size of vegetables (P<0.05) compared with recall of a personal nonfood memory, a nonvegetable food memory, or visualization of someone else enjoying eating vegetables (increase of approximately 70% in vegetable portion size compared to controls). The results suggest that recall of previous eating experiences could be a potential strategy for altering food choices. J Am Diet Assoc. 2011;111:1543-1548.