Pleasure and the Control of Food Intake: An Embodied Cognition Approach to Consumer Self-Regulation

Olivia Petit, Frédéric Basso, Dwight Merunka (), Charles Spence, Adrian David Cheok and Olivier Oullier
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Olivia Petit: LPC - Laboratoire de psychologie cognitive - AMU - Aix Marseille Université - CNRS - Centre National de la Recherche Scientifique
Frédéric Basso: LSE - Department of Statistics - London School of Economics - LSE - London School of Economics and Political Science
Dwight Merunka: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Charles Spence: University of Oxford
Adrian David Cheok: City University London
Olivier Oullier: NIA - Neurobiologie intégrative et adaptative - Université de Provence - Aix-Marseille 1 - CNRS - Centre National de la Recherche Scientifique

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Abstract: Consumers try to avoid temptation when exposed to appetizing foods by diverting their attention away from their senses (e.g., sight, smell, mouthfeel) and bodily states (e.g., state of arousal, salivation) in order to focus on their longer term goals (e.g., eating healthily, achieving an ideal body weight). However, when not including sensations in their decision‐making processes, consumers risk depleting their self‐regulatory resources, potentially leading to unhealthy food choices. Conversely, based on the concept of "embodied self‐regulation," the suggestion is made that considering bodily states may help consumers regulate their food choices more effectively. A new model is proposed that facilitates understanding observed consumer behavior and the success or failure of self‐control in food intake. It is argued that bodily states and sensory information should be considered when modeling consumer behavior and developing health‐related advocacy and communication campaigns. The model proposed here leads to new perspectives on consumer consumption behavior and health policy research and strategies.

Date: 2016-08
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Citations: View citations in EconPapers (6)

Published in Psychology and Marketing, 2016, 33 (8), pp.608 - 619. ⟨10.1002/mar.20903⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01822323

DOI: 10.1002/mar.20903

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