Non-food rewards and highly processed food intake in everyday life.

Reducing intake of highly processed, energy-dense food may prevent chronic disease. One proposed intervention strategy for reducing intake of these foods is to increase non-food reward experiences (e.g., music, socializing, art) in their place. However, research supporting this strategy has yet to establish temporal order between non-food reward experiences and highly processed food intake, and has yet to test mediators. The current study sought to build upon this literature with an ambulatory electronic diary study wherein the time-specific associations between non-food reward experiences and highly processed food intake were observed. A sample of 84 young adults reported on multiple types of non-food reward experiences and highly processed food intake hourly for two weekdays and two weekend days through an application on their personal electronic devices. Time-lagged analysis was employed to predict the odds of highly processed food intake in the following hour from non-food rewards experienced in the current hour. Secondary (e.g., receiving positive social feedback) and hedonic (e.g., viewing pleasant images) non-food reward experiences in the current hour predicted greater instead of lower odds of highly processed food intake in the following hour. These associations were mediated by increased subjective pleasure. Purely eudaimonic (e.g., affirming values), social (e.g., cooperating with others), and primary (e.g., having sex) reward experiences generally did not predict odds of highly processed food intake in the following hour. These results suggest that-at least for young adults-many non-food reward experiences may fail to reduce highly processed food intake, and some may even backfire. A different intervention strategy targeting reward processes implicated in highly processed food intake (e.g., interfering with conditioned learned associations) may prove a more promising avenue for improving physical health.