ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 When Food Advertising Triggers Salivation: the Role of Positive Affectivity on Appetitive Craving and Eating Intentions David MOORE, University of Michigan, USA Sara Konrath, University of Michigan, USA People with high scores on positive affectivity responded with stronger levels of salivation, appetitive craving and eating intentions when exposed to vivid advertising appeals for pizza. For restrained dieters, compared to non-dieters, the salivation response to vivid cues was highest for those scoring high in positive affectivity. [to cite]: David MOORE and Sara Konrath (2014) ,"When Food Advertising Triggers Salivation: the Role of Positive Affectivity on Appetitive Craving and Eating Intentions ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 615-616. [url]: http://www.acrwebsite.org/volumes/1017680/volumes/v42/NA-42 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.