Emotional changes after eating chocolate were examined in everyday life. Thirty-seven healthy, normal-weight women ate a chocolate bar, an apple or nothing and rated their subjective state 5, 30, 60 and 90min after eating. Both chocolate and the apple reduced hunger, elevated mood and increased activation, but the effects of the chocolate were stronger. Eating chocolate was also followed by joy and, in some women, by guilt. Guilt responders experienced less intense positive emotions. Whereas positive emotional responses appear to be due to sensory pleasure and it's anticipation and may also be related to reduced hunger, guilt responses are probably induced by negative food-related cognitions.