Digital exposure to unhealthy food reduces subsequent consumption of unhealthy food

Digital marketing tools (e.g., social media and touchscreens) allow consumers to freely interact with food cues and offer multiple ways for marketers to reach consumers. Across a series of six studies, we investigate how, why, and when digital exposure to unhealthy food (vs. nonfood) on social media or touchscreens affects the subsequent consumption of unhealthy food. The results show that digital exposure to unhealthy food (vs. nonfood) induces a dieting goal (Study 1) and results in lower consumption volumes (Study 2). The reduced consumption is driven by the activation of a dieting goal (Studies 3a & 3b). We also find that the reduced effect does not extend to digital exposure to healthy food (Study 4). Marketers can highlight the different benefits (tasty vs. functional) of unhealthy food. We further demonstrate that the effect of food benefits (tasty vs. functional) on reduced consumption is more likely to occur among smartphone (vs. personal computer) users (Study 5). This research adds to the existing literature on digital marketing and food exposure and offers implications for consumers and marketers to reduce unhealthy consumption.