Abstract
Behavioral economic principles state that as the cost of a product increases, purchasing or consumption of that product will decrease. To understand the impact of behavioral economics on ingestive behavior, our laboratory utilizes an operant behavior paradigm to measure how much work an individual will engage in to get access to foods and beverages. This task provides an objective measure of the reinforcing value. We have shown that consumption of the same high fat snack food every day for two weeks reduces its reinforcing value in lean individuals, but increases its reinforcing value in a subset of obese individuals. This increase in the reinforcing value of food predicts future weight gain. Similarly, we have shown that repeated intake of caffeinated soda increases its reinforcing value in boys, but not in girls. This increase in reinforcing value is not related to usual caffeine consumption, but may be associated with positive, subjective effects of caffeine that are more likely to be reported by boys than by girls. Because food and beverage reinforcement relates to real-world consumption, it is important to determine factors that increase or decrease the reinforcing value and determine the consequences of these responses. We are especially interested in determining ways to shift the behavioral economic curve in order to develop novel strategies to decrease the reinforcing value of less healthy snack foods and beverages, such as soda, potato chips and candy and to increase the reinforcing value of healthier foods and beverages, such as water, fruits, and vegetables.