Ambivalence toward healthy and unhealthy food and moderation by individual differences in restrained eating.

Food may be a particularly ambivalent stimulus, as it may be associated with high feelings of both positivity and negativity (objective ambivalence), in addition to feelings of conflict (subjective ambivalence). In this study we examine objective and subjective ambivalence toward healthy and unhealthy food, as well as nonfood objects. We show that food (particularly unhealthy food) images do elicit higher ambivalence than nonfood images, particularly due to increased negative feelings.