Although incidental affect has been shown to influence both attitude and purchase behavior, it has not been extended to actual consumption. This research investigates whether specific affective states influence food consumption and whether this influence is moderated by factors such as information and the nature of the product (hedonic versus less hedonic). The authors show that an integrative mood management and mood evaluation framework accounts for this relationship more effectively than a self-regulation explanation. A preliminary test and two lab studies show that people eat larger amounts of hedonic foods (buttered popcorn and M&M's) when they are in a sad state than when they are in a happy state and that this effect is attenuated when nutritional information is present. In contrast, they tend to eat larger amounts of a less hedonic product (raisins) when they are in a happy state than when they are in a sad state. The authors discuss implications for responsible marketers, health professionals, and health conscious consumers in the context of campaigns and individual efforts.

Retail atmospherics is emerging as a major competitive tool, and it is especially notable in the restaurant industry, where lighting is used to create the overall ambience and influence consumer experience. In addition to influencing overall experience, can ambient light luminance have unintended consequences in terms of influencing what diners order? The results of a field study at multiple locations of a major restaurant chain and a series of lab studies robustly show that consumers tend to choose less healthy food options when ambient lighting is dim (vs. bright). Process evidence suggests that this phenomenon occurs because ambient light luminance influences mental alertness, which in turn influences food choices. While restaurant and grocery store managers can use these insights and their ambient light switches to nudge consumers toward targeted food choices, such as healthy or high-margin signature items, health-conscious consumers can opt for dining environments with bright ambient lighting.