Social reward from giving food to others affects food craving and brain potentials: An imagery-based event-related potential study.

Abstract The interactions between social and eating behaviors can be quite pronounced and are mediated by overlapping neural circuits. The present event-related potential study tested whether the imagery of a specific prosocial behavior (giving chocolates to grateful children) can influence food cue reactivity. A total of 92 females (mean age = 23.5 years) were randomly assigned to one of three guided imagery conditions. The participants listened to an audio recording and were instructed to imagine one of three possible scenes; giving 30 M&Ms to children, eating 30 M&Ms, or sorting 30 marbles. Directly after the imagery task, the participants were presented with images of M&Ms and marbles while their electroencephalogram was recorded. We examined the Late Positive Potential (LPP) across a fronto-central and a parieto-occipital cluster, M&M craving, and subsequent consumption of (real) M&Ms. The mental imagery of offering M&Ms to children was associated with lower M&M craving and higher fronto-central LPP amplitudes (300–600 ms after picture onset) compared to the other imagery conditions. The consumption of M&Ms did not differ between the groups. The LPP is sensitive to the implementation of craving regulation strategies. Furthermore, heightened LPPs are reliably observed in response to motivationally significant stimuli, conflict, and social context. Future studies are needed to specify the specific psychological processes that are associated with the observed LPP effect. In conclusion, this study demonstrated that mental imagery of receiving a social reward from giving food to others can change components of food cue reactivity in healthy females.