Falling into Temptation

Food-related impulsivity is described in literature as a regulatory response to negative emotions. However, it is unclear whether emotional regulation can mediate the relationship between psychological traits and eating motivations and impulsivity in food purchasing. This article analyzes the influence of impulsive traits, anxiety, and eating motivations on impulsivity in food purchasing considering the mediating role of emotional regulation. A convenience sample was accessed during the COVID-19 pandemic, consisting of Brazilians, mostly female, with high income, average age of 35 years, and average BMI of 25.87. The hypotheses were tested using Structural Equation Modeling with the Partial Least Squares method (PLS-SEM). The results show that individuals with a tendency to impulsive purchases and with greater difficulty in regulating emotions tend to be more impulsive in food purchasing. The tendency to impulsivity and trait anxiety seem to impair emotional self-control, while adopting functional goals can contribute to self-control. Furthermore, individuals with a higher tendency toward impulsivity appear to cope worse with their emotions when they do not have health goals. The segregation of trait and state anxiety and the inclusion of the emotion regulation construct offer theoretical contributions to the literature. This study also discusses managerial and well-being implications for consumers.