The temporal dynamics of ambivalence: Changes in positive and negative affect in relation to consumption of an "emotionally charged" food

Ambivalence is thought to impact consumption of food, alcohol and drugs, possibly via influences on craving, with cravers often being simultaneously drawn toward and repelled from ingestion. So far, little is known about the temporal dynamics of ambivalence, especially as it varies in relationship to consumption. Participants (n = 482, 56.8% female) completed the Positive and Negative Affect Schedule prior to, immediately and 30 min after the opportunity to eat a bar of chocolate. Affective ambivalence was calculated based on the relative strengths of and discrepancy between ratings of positive and negative affect. Ambivalence peaked prior to a decision about consumption and subsequently decreased, whether or not the decision was in favor of or against consuming. Decreasing ambivalence was driven by a drop in positive affect over time; positivity decreased more rapidly in those who consumed chocolate. Findings represent a first step in characterizing the dynamics of ambivalence in interactions with a target stimulus.