Objective: According to the elaborated intrusion theory of desire, an initial thought about a wanted substance is elaborated with mental imagery, which increases craving and the probability of consuming the substance. We used an app-assisted experience sampling approach to test this theory in the context of food craving and eating.Design: Overall, 221 females (mean age = 21 years; mean body mass index = 22) reported craving, mental imagery, and food consumption six times per day (2 h intervals) for seven consecutive days. Additionally, two traits (general food craving and imagery ability) were assessed.Main outcome measures: craving intensity, food consumption.Results: The probability of eating a craved food increased if the vividness of the mental food image and craving intensity increased two hours before - independent of trait food craving and trait imagery ability. We also found evidence of controlled eating behavior, with participants consuming the food they craved in only 38% of the cases.Conclusion: Mental imagery vividness and craving intensity predict consumption of craved food. The association between craving and eating might be stronger in individuals who struggle with controlling their eating behavior. Therefore, future studies should examine these relationships in overweight/obese samples or patients with eating disorders.
Keywords: Craving; experience sampling methodology; food consumption; mental imagery; multilevel modeling.