Effect of food cues on time perception: influence of calories and diet control

The aim of this study was to investigate the influence on individuals’ time perception of observing a range of foods differing in calorific content. In a first experiment, 92 adult participants performed a temporal bisection task with stimulus durations presented in the form of high- or low-calorie food pictures as well as matched non-food control pictures. In a second experiment, 102 participants performed a strict replication of Experiment 1, without the low-calorie pictures condition as it showed less pronounced effects. Across the two experiments, the data revealed common results. An overestimation of time was observed in relation to high-calorie food pictures when compared with non-food pictures (Experiment 2), and the effect was a function of participants' diet control (Experiments 1 & 2). Contrary to our hypothesis, the more the participants reported controlling their diet, the less they overestimated the time when presented with food stimuli. The participants who controlled their diet reported being less aroused by the high-calorie food pictures, allowing the assumption that the modulation in time overestimation relies on the arousal response generated by high-calorie food pictures.