Embodied metaphors and emotions in the moralization of restrained eating practices

Moralization is the process whereby preferences are converted to values (Rozin, 1999). Two studies used an embodied metaphor approach, in which moral metaphors are grounded in one’s sense of physical cleanliness, to investigate whether restrained eating practices are moralized among women. Specifically, we predicted that the regulation of food intake by women is embodied in their feelings of physical cleanliness. Study 1 found that failures of restrained eating (i.e., overeating) increased accessibility of physical cleanliness-related words for women, but not men. Study 2 found that increased negative moral emotions fully mediated the effect of overeating on a desire for physical cleanliness. Overall, the studies argue for the importance of morality in restrained eating and in the central role of emotions in the embodiment of cognitive metaphors.