Can fear be eaten? The emotional outcomes of consuming frightening foods or drinks

Abstract This paper examines the emotional effects of consuming frightening foods or drinks. We argue that in addition to maintaining energy homeostasis and attaining pleasure, a third possible benefit of eating is the enhancement of perceived mastery over that which is eaten. Hence, the intake of frightening foods or drinks should increase a consumer's self‐confidence in dealing with fear. The findings of our three experimental studies confirm our counterintuitive predictions, namely that consuming frightening (vs. nonfrightening) foods or drinks leads to a significant reduction of fears arising from prior experiences of frightening activities and a significant increase in tolerance of prospective frightening activities. In addition, self‐confidence in dealing with fear is shown to significantly mediate the predicted effects of consuming frightening foods or drinks.