A value accumulation account of unhealthy food choices: testing the influence of outcome salience under varying time constraints

People often engage in unhealthy eating despite having an explicit goal to follow a healthy diet, especially under certain conditions such as a lack of time. A promising explanation from the value accumulation account is that food choices are based on the sequential consideration of the values of multiple outcomes, such as health and taste outcomes. Unhealthy choices may result if taste is considered before health. We examined whether making a health outcome more salient could alter this order, thereby leading to more healthy choices even under time pressure. Two studies examined the time-dependent effect of outcome values and salience on food choices. Participants first completed priming trials on which they rated food items on healthiness (health condition), tastiness (taste condition), or both healthiness and tastiness (control condition). They then completed blocks of binary choice trials between healthy and tasty items. The available response time was manipulated continuously in Study 1 (N = 161) and categorically in Study 2 (N = 318). As predicted, results showed that the values of health and taste outcomes influenced choices and that priming led to more choices in line with the primed outcomes even when time was scarce. We did not obtain support for the prediction that the priming effect is time-dependent in the sense that primed outcomes are considered before non-primed outcomes. Together, these findings suggest that increasing the value and salience of a health outcome may be effective ways to increase healthy choices, even under poor conditions such as time pressure. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1186/s41235-022-00459-6.