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Battle of the primes - The effect and interplay of health and hedonic primes on food choice. | LitMetric

Battle of the primes - The effect and interplay of health and hedonic primes on food choice.

Appetite

Department of Management, Society and Communication, Copenhagen Business School, Denmark; El-Erian Institute of Behavioural Economics and Policy, University of Cambridge, UK.

Published: May 2022

AI Article Synopsis

  • - The study investigates how different types of cues (hedonic vs. health goal primes) affect food choices, finding that advertising often influences hedonic desires while health policies aim to encourage healthier options.
  • - Analyzing data from 1,200 participants, the research reveals that health-goal priming doesn't significantly impact healthy food choices; in fact, exposure to hedonic primes alone decreases healthy choices by 3%.
  • - Interestingly, when both primes are presented together, the negative impact of hedonic cues disappears, indicating health primes may not boost healthy choices but could help counteract the influence of tempting hedonic options.

Article Abstract

People making food choices are often exposed to different cues that can activate relevant goals that influence the choice outcome. Hedonic goals are frequently primed by advertising while health policy enlists primes that activate health goals in the moment of food decision-making - e.g., healthy food labels. However, little is known about the effect of such goal-priming cues on the population level and how people respond when exposed to both types of primes simultaneously. The results of this study, based on a large, representative sample (N = 1200), show no effect of health-goal priming on healthy food choices. Being exposed to a sole hedonic prime, however, reduces healthy choices by 3%. This effect completely disappeared when both primes were presented at the same time. All effects remained insensitive to people's gender, hunger status, level of dietary restraint, and BMI. These findings cast doubt over the effectiveness of health goal primes as a tool to increase healthy food choices but suggest a protective effect against competing hedonic primes and could thereby prevent less healthy choices.

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Source
http://dx.doi.org/10.1016/j.appet.2022.105956DOI Listing

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