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Measuring preference for supernormal over natural rewards : a two-dimensional anticipatory pleasure scale

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posted on 2017-12-06, 00:00 authored by Belinda Goodwin, Matthew BrowneMatthew Browne, Matthew RockloffMatthew Rockloff
Supernormal (SN) stimuli are artificial products that activate reward pathways and approach behavior more so than naturally occurring stimuli for which these systems were intended. Many modern consumer products (e.g., snack foods, alcohol, and pornography) appear to incorporate SN features, leading to excessive consumption, in preference to naturally occurring alternatives. No measure currently exists for the self-report assessment of individual differences or changes in susceptibility to such stimuli. Therefore, an anticipatory pleasure scale was modified to include items that represented both SN and natural (N) classes of rewarding stimuli. Exploratory factor analysis yielded a two-factor solution, and as predicted, N and SN items reliably loaded on separate dimensions. Internal reliability for the two scales was high, p=.93 andp =.90, respectively. The two-dimensional measure was evaluated via regression using the N and SN scale means as predictors and self-reports of daily consumption of 21 products with SN features as outcomes. As expected, SN pleasure ratings were related to higher SN product consumption, while N pleasure ratings had either negative or neutral associations to consumption of these products. We conclude that the resulting two-dimensional measure is a potentially reliable and valid self-report measure of differential preference for SN stimuli. While further evaluation is needed (e.g., using experimental measures), the proposed scale may play a useful role in the study of both trait- and state-based variation in human susceptibility to SN stimuli.

History

Volume

13

Issue

4

Start Page

1

End Page

11

Number of Pages

11

ISSN

1474-7049

Location

United States

Publisher

Sage Publications

Language

en-aus

Peer Reviewed

  • Yes

Open Access

  • No

External Author Affiliations

School of Human, Health and Social Sciences (2013- ); TBA Research Institute;

Era Eligible

  • Yes

Journal

Evolutionary psychology.

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