Healthy Left, Unhealthy Right OR Healthy Right, Unhealthy Left? How does the level of construal affect choices of laterally presented food items?

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2017-07-04
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en
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Healthy Left, Unhealthy Right OR Healthy Right, Unhealthy Left? How does the level of construal affect choices of laterally presented food items? Objective: This study extends prior work by examining whether the level of construal affects choices of lateral presented food items. Method: 201 Dutch respondents (151 female), with an average of 26.8 years (SD = 1.493) participated in the main experiment. This research used a 2 (construal level: low vs. high) x 2 (lateral food presentation: healthy left vs. healthy right) between-subject design. Results: Results of this study show that food choice can be predicted with an accuracy of 81.6% by attractiveness of food items, lateral food positioning, construal level and the interaction (lateral food positioning x construal level). The level of construal together with lateral food presentation affects food choice, when controlled by attractiveness. Proposition 1 (2) was (not) supported: When people adopt a high (low) level of construal, healthy food items should be positioned right (left) to unhealthy food items, to enhance healthy food consumption. Conclusion: The high level of construal does affect choice of laterally presented food items, when controlled by attractiveness. In contrast, the low level of construal does not significantly affect choice of laterally presented food items, when controlled by attractiveness.
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Faculteit der Managementwetenschappen
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