Food overconsumption seems to negatively impact people’s well-being. This study hypothesized that anticipated guilt decreases food consumption, which may diminish for higher levels of distracted...Show moreFood overconsumption seems to negatively impact people’s well-being. This study hypothesized that anticipated guilt decreases food consumption, which may diminish for higher levels of distracted eating. The study had a between-subjects design. Food consumption was measured between lunch and dinner by self-report, anticipated guilt by a questionnaire, and distracted eating by manipulating the level of distraction during lunch. A simple and moderated regression analysis were conducted (N = 90). Results suggested that anticipated guilt decreased eating frequency (p = .042) but not the number of portions (p = .104) and the eating frequency compared to the regular eating frequency (p = .299). The relationship between anticipated guilt and food consumption did not seem to depend on distracted eating (p = .523). Anticipated guilt may be helpful to reduce eating frequency without considering the level of distraction during meal consumption. The study provides suggestions for future research and implications for marketers.Show less