The effect of images of thin and overweight body shapes on women’s ambivalence towards chocolate

Kevin Durkin, Kirsty Rae, W. Stritzke

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)


Many women experience ambivalent orientations towards chocolate, both craving for it and having concerns about eating it. The present study investigated the effect of viewing thin and overweight images of models in chocolate advertisements on ambivalent attitudes. Participants were 84 females, aged 17–63, allocated to a thin model condition, an overweight model condition, or a control group. As predicted, following exposure to their respective images, participants in the thin condition had increased avoidance, approach and guilt scores, while participants in the overweight condition had decreased approach and guilt scores, with no change in avoidance. Control participants demonstrated ambivalence, but no changes over time. The findings show that common advertising strategies for chocolate are likely to exacerbate ambivalence in female consumers.
Original languageEnglish
Pages (from-to)222-226
Number of pages5
Issue number1
Early online date8 Oct 2011
Publication statusPublished - Feb 2012


  • body image
  • diet
  • advertising
  • thin ideal
  • ambivalence
  • chocolate

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