Modality-specific imagery reduces cravings for food: An application of the elaborated intrusion theory of desire to food craving.

Based on converging evidence that visual and olfactory images are key components of food cravings, the authors tested a central prediction of the elaborated intrusion theory of desire, that mutual competition between modality-specific tasks and desire-related imagery can suppress such cravings. In each of Experiments 1 and 2, 90 undergraduate women underwent an imaginal food craving induction protocol and then completed either a visual,...