The secret key to healthy eating. The influence of the construal level on the effect of lateral positioning on food choice
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2017-07-04
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en
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Abstract
Romero and Biswas (2016) showed that lateral positioning influences food choice. The objective of this study was to demonstrate that the adopted construal level influences this effect. The research question was:
How does the adopted construal level by the consumer influence the effect of lateral positioning on the choice of the consumer between healthy and unhealthy food?
Lateral positioning depicts two options: (1) healthy left and (2) healthy right. Consumers adopt a low or high construal level. This results in four groups. For the manipulation, respondents gave a concrete example of a word (matching low construal) or a category where the word was an example of (matching high construal).
In accordance with current literature, this study demonstrates that lateral positioning influences food choice. In addition to the current literature, it shows that the adopted construal level influences this effect. With a high construal level, lateral positioning influences food choice. In contrast, with a low construal level, the perceived attractiveness of the food items determines choice.
One of four hypotheses was challenged. This might be explained by the unhealthy = tasty intuition, which does not hold in the Netherlands. The study had limitations. Future research is needed to address these issues.
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Faculteit der Managementwetenschappen