Finally, the results of the present study cautions us regarding the concept of devaluation due to response inhibition and its application to problems such as eating disorders. For example, recent studies have shown that response inhibition results in decreased food consumption (Houben and Jansen, 2011; Houben et al., 2011, 2012). For example, the consumption of chocolates was reduced after participants suppressed a key response when a picture of chocolates was presented under the no-go stimulus (Houben and Jansen, 2011). In addition, response inhibition also reduced the consumption of beer (Houben et al., 2011, 2012). Contrary to the explanation of these results presented in previous studies, the present study demonstrated that response execution and not response inhibition increased the preference for a stimulus. Therefore, it is possible that under certain situations, response execution increases the consumption of suitable foods. Further studies are needed to clarify the exact conditions under which response inhibition results in the emotional devaluation of no-go stimuli.