The purpose of this study was to investigate the moderating effects of BAS(Behavioral activation system; Gray, 1990) on eating behavior in case of food preloading. 172 college female subjects were classified as either restrained eaters or unrestrained eaters on the basis of their scores on the Lee(1999)'s Revised Restraint Scale and high or low BAS sensitivity group on the basis of the BAS Scale score. Subjects were randomly assigned to preloading condition, in which subjects were forced to have chocolate drink before ice cream taste test, or non-preloading condition. The experiment was a 2(restraint level: restrained eaters/unrestrained eaters) × 2(BAS sensitivity: high and low) × 2(preloading: 0cc/235cc) completely randomized factorial design. The main results of this study were as follow: First, the level of restraining and preloading interaction effects were not significant, which means there was to no disinhibition effect for restrained eaters by preloading. Second, there were significant interaction effects of the BAS sensitivity level and restraint level. Restrained eaters with high BAS sensitivity ate more ice cream than did restrained eaters with the low BAS sensitivity. On the other hand, non-restrained eaters did not differ in their ice cream consumption according to their BAS sensitivity levels. Differential effects of sub-component factors of BAS were explored. As a result, the similar pattern of interaction effects were found significant in the 'reward sensitivity’ and 'fun seeking' sub-component factors of the BAS. However, there were no significant interaction effects in the 'drive' factor of the BAS. The results of this study were discussed in relation to the previous studies and future research directions.
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