Browsing by Subject "Food choice"
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Item The effects of seal-of-approval on consumers' brand attitude and purchase intention of healthy and unhealthy food products(2010-08) Cho, Eunji, 1981-; Stout, Patricia A.; Choi, Sejung M.Seals-of-approval have been employed as one of the information sources at the time of purchase. However, little is known about how seals’ sponsoring organizations affect consumers’ decision making and how consumers use seals in different food categories such as healthy-seeming vs. unhealthy-seeming products. Applying Consumers’ Decision Making Model and Signaling Theory to the above inquiry, I propose that people who are exposed to healthy-seeming food products are using seals-of-approval to evaluate brand quality and credible third-party seals may significantly affect their brand attitude and buying decision. In contrast, the seals-of-approval on unhealthy-seeming food products may not affect significantly consumers’ brand attitude or buying intention because consumers rely more on their previous experience such as taste when choosing unhealthy foods. After this theoretical proposition, next step will be an experimental survey to test suggested hypotheses.Item Managing self-image : choosing healthy food to restore competence(2021-05-05) Lee, Sarah Su Lin; Pounders, KathrynnFood consumption has been an area of study that received much attention, especially with the concern of nudging consumers towards healthy food choices to reduce the prevalence of obesity. Building on theories of Self-Affirmation and Self-Presentation, this study explores individuals' psychological need for self-competence as a potential motivating factor for consuming healthy food. Results of the study show that individuals had a greater likelihood of choosing healthy snacks when faced with self-threat (H1), and when allowed to restore self-competency through self-affirmation, the tendency towards healthy snacks was alleviated (H3). Finally, individuals' views of self-competence were on average higher after choosing healthy food, though the difference was not significant (H2). This study tests and demonstrates the novel proposition that impression management of one’s self-image influences food choice. Contrary to previous findings on negative emotions and indulgent eating behavior, the present study shows that the threatened self chooses healthy options.