Where do desires come from? Positivity offset and negativity bias predict implicit attitude toward temptations

Temptations elicit both appetitive and aversive responses because they offer hedonic gratification on the one hand and impede long-term goal pursuit on the other hand (Fujita, Personality and Social Psychology Review 15(4):352–366, 2011). In this paper, we investigate how people’s affective responses toward temptations are regulated by the appetitive and aversive motivational systems. We employ the mini Motivated Action Measure (miniMAM; Lang et al., Communication Methods and Measures 5(2):146–162, 2011) to measure the signature patterns with which the two systems regulate affective activation: positivity offset and negativity bias. We found that positivity offset and negativity bias predict unique variance (5.5%) of dieters’ ( N = 312) implicit attitude toward tempting foods, over and above predictors related to behavioral regulation (BIS/BAS: Carver, White, Journal of Personality and Social Psychology 67:319–333, 1994; BSC: Tangney et al., Journal of Personality 72(2):271–324, 2004). By contrast, positivity offset and negativity bias did not predict dieters’ behavioral intentions for tempting foods. Investigating how the appetitive and aversive systems regulate affective activation apart from behavioral responses offers unique insights into people’s desires towards temptations.