Eating as Doing or Doing the Right Thing? The Influence of Locomotion and Assessment on Food Consumption Quantity

Tessa Dahlmans and Frank Mathmann
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Tessa Dahlmans: Maastricht University, School of Business and Economics
Frank Mathmann: Maastricht University, School of Business and Economics

Journal of International Business Research and Marketing, 2016, vol. 1, issue 4, 7-11

Abstract: As overweight is becoming a serious worldwide health issue, a great amount of commercial books, programs and blogs are offering help in establishing healthy eating patterns. A factor that has commonly been blamed for overweight is the growth of portion sizes. This phenomenon of supersizing portions has created a distortion of portion sizes throughout the food industry and has been suggested to lead to overeating. The present study investigates the influence of locomotion and assessment orientations on food consumption quantities in conditions of distorted portion sizes. A survey was conducted in which participants (N = 75) watched a short movie whilst being presented with a distorted food portion. The results of this study show that when controlling for an individual’s level of hunger and movie engagement, locomotion decreases food consumption quantities. To conclude, it is suggested that when food portions are distorted locomotion assists in limiting an individual’s food intake.

Keywords: Overeating; Portion size; Regulatory mode theory; Food consumption quantities (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:1:y:2016:i:4:p:7-11

DOI: 10.18775/jibrm.1849-8558.2015.14.3001

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