Virtual feasts and their impact: A pilot study on the influence of mukbang videos on eating behaviours, body image, and emotional wellbeing

Mukbangs (i.e., 'eating broadcast') is a food-related social media trend often featuring a host consuming large amounts of food. This pilot study used the first pre-post experimental design to examine the immediate effects of watching a mukbang video on eating intentions, body image, affect, and anxiety, while exploring behavioural impulsivity as a potential moderator. Participants recruited from an Australian university (N = 327; M age = 19.5 years, SD = 2.8; 59.6 % female) completed a baseline survey assessing demographic information and current mukbang engagement (e.g., frequency, duration). Participants then completed a computerised paradigm (Go/No-Go Task) as a measurement of behavioural impulsivity. Following the task, participants' state-level urges to engage in disordered eating (DE), body dissatisfaction (BD), affect, and anxiety were measured prior and post-exposure to a 10-minute mukbang video (featuring a gender-matched mukbang host). Results showed significant reductions in DE urges and positive affect following exposure. Specifically, females showed a decrease in dietary restraint, and males in urge to overeat and exercise for weight control. No significant changes were observed for BD, negative affect, or anxiety, and no moderating effects emerged for behavioural impulsivity. These findings suggest that the effects of mukbang exposure may vary across specific DE urges and differ by gender, as examined in separate analyses. The absence of impulsivity effects further implies that trait impulsivity may have a limited influence in brief, low-stakes media contexts. Future research should explore potential moderators such as social comparison and habituation and employ longitudinal designs to evaluate the cumulative impact of mukbang viewing.