Putting behavior on hold decreases reward value of need-instrumental objects outside of awareness

We examined whether cues that put impulsive behavior towards rewarding objects on hold reduces the value of the rewarding objects outside of conscious awareness. We manipulated the reward value of water by making participants thirsty, or not. Next, a bottle of water was subliminally presented in a go/no-go task, and paired with either go cues or no-go cues (putting behavior on hold). Subsequently, as a measure of reward value of water, participants estimated the size of water objects. Results showed that repeatedly withholding behavior towards water reduced the perceived size of water objects, but only when participants were made thirsty. These results suggest that withholding impulsive behavior towards objects that serve basic needs nonconsciously reduces reward value of these objects. Implications for nonconscious behavior regulation are briefly discussed. (C) 2009 Elsevier Inc. All rights reserved.