Employing three experiments with US college students, we examined how subtle reminders of companionate and sexual love affect consumers' healthy snack choices. Two different symbols of companionate and sexual love were used as manipulations. Results from the studies suggest that exposure to subtle reminders of companionate love lead to a greater likelihood of making healthy eating choices than subtle reminders of sexual love. These choices are likely driven by the activation of distal and proximal temporal construals. Interestingly, subtle reminders of sexual love appear to mimic a choice setting with no manipulation. This research should enlighten marketers who are interested in fostering healthy consumption. Copyright © 2012 John Wiley & Sons, Ltd.