The Predictive Role Of Implicit Attitude On The Consumption Of Potato Chips

Attitude is a kind of specific target evaluation tendency built on the basis of the cognitive, emotional reaction, behavior intention and behavior in the past. Implicit attitudes is a series of automatic activation of the evaluation system, people can’t realize the principle of the evaluation they make, but this evaluation can affect the individual’s internal responses. When individuals have no chance or motivation to participate in a particular behavior, implicit attitude will mainly determine the external behavior of people, but also will be affected by their individual state and trait, such as ego depletion state and response inhibition ability etc.. The state of ego depletion refers to the individual’s reducing control ability state, response inhibition is an executive function of people, are considered to be the key point of inhibition to impulsive behavior. When exploring the predictive role of implicit attitude on the external behavior of potato chips consume, to explore the regulatory effect of ego depletion state and response inhibition has very important significance.Objective:According to the dual process theory proposed by Hofmann et al, this study aim to explore the implicit attitude prediction effects on potato chips consumption, while exploring regulation effect of ego depletion state and inhibition reaction.Methods:This study used E-prime software to compile a variant of implicit association test-Single Category Implicit Association Test (SC-IAT) to test 80 male college students’ implicit attitude on potato chips in shanghai, also used the stop signal task compiled by E-prime software to test subjects’ response inhibition, using emotional film induced participants into a pleasant mood and asked try to suppress their emotional reactions, thereby causing the ego depletion state, the way of calculating the subjects’ potato chips consumption is weighing by scale. Finally, with the SPSS21 to analysis data.Results:(1)In the state of ego depletion, there is a significant positive correlation between implicit attitude and potato chips consumption, implicit attitude has significant predictive effect on consumption of potato chips, but no ego depletion state is not predicted that effect.(2)There is a negative correlation between the response inhibition and potato chips consumption, but it did not reach the significant level.Conclusion:In the predictive effect of implicit attitude on consumption of potato chips, ego depletion has a significant regulation effect.