Dieting, priming, food meanings and (un)healthy choices: When shoppers fall for pleasure

Harri T. Luomala, Hellén, Katarina and Maijastiina Jokitalo

Journal of Retailing and Consumer Services, 2018, vol. 41, issue C, 305-311

Abstract: This article seeks to establish what factors predispose some consumers to non-consciously fall for palatable food choices. To achieve this, 1) a qualitative exploration of food meanings possessed by (non)dieting consumers (N =20) and 2) a grocery shopping-prime experiment (N =197) are conducted. Dieting consumers appear to have a more hedonic food-orientation, feel guiltier towards eating, struggle more with resistance of temptation, express less skepticism towards marketing actions, possess a narrower health control focus and appreciate less the role of food in life happiness. Thus, they are more easily prey to many implicit food cues in supermarkets.

Keywords: Grocery shopping; Dieting; Health; Non-conscious influences; Supermarket (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:41:y:2018:i:c:p:305-311

DOI: 10.1016/j.jretconser.2017.05.001

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