The influence of regulatory focus on food representations and choices

L’influence de l’orientation motivationnelle sur les représentations et les choix alimentaires

Patricia Gurviez and Ophélie Mugel ()
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Patricia Gurviez: GENIAL - Ingénierie, Procédés, Aliments - INRA - Institut National de la Recherche Agronomique - AgroParisTech
Ophélie Mugel: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: This study highlights the chronic dimension of regulatory focus on consumers' perception of food and their consumption behavior. From a qualitative study of 25 subjects, the results show the influence of chronic regulatory focus on perceptions of the link between health and nutrition as well as food consumption strategies in two groups, one consisting of prevention-oriented consumers and the other promotion-oriented consumers. Our results identify theoretical and managerial implications for brands and public authorities taking into account the affect of consumers' regulatory focus on the messages sent by the food industry.

Keywords: Santé; consommation alimentaire; Orientation régulatrice (search for similar items in EconPapers)
Date: 2016-08-09
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Citations: View citations in EconPapers (1)

Published in Cahiers de Nutrition et de Diététique, 2016, 51 (5), pp.259-267. ⟨10.1016/j.cnd.2016.07.003⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01362233

DOI: 10.1016/j.cnd.2016.07.003

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