Psychology - Eating Behaviour

Health Concerns
Kahkonen & Tuorila (1997) - illustrates the Health Belief Model

Study with sausages (reduced fat Bologna vs. regular Bologna). They measured the effect that information about fat content on expected and actual sensory and hedonistic ratings in 115 young men. 

Thought if people knew in advance that they were eating either full fat or half fat sausages then they would rate them differently based on prior knowledge.

Two groups for each sausage condition, one was given no info and one was given factual info on the nutritional content.

Samples were not rated different by the no info group. 

In the info group, light Bologna was expected to be less fatty, less salty, less juicy and less pleasant than the regular sausage. After tasting, saltiness and fattiness of light Bologna were rated lower, while pleasantness and juiciness was not significantly different.

Health Concerns
Becker and Rosenstock (1984)

Developed the Health Belief Model, a cognitive model that can be applied to how our behaviour towards food is dependent on the various attitudes we hold.

Perceived susceptibility to problem
                                                                              Perceived threat
Perceived seriousness of the consequences
of the problem
                                                                                                              Self-efficacy (perceived ability to carry                                                                                                                 out recommended actions)
Perceived benefits of specific actions
                                                                              Outcome expectations
Perceived barriers to taking actions 

Health Concerns
Steptoe et al (1995)

- Carried out a large-scale (358 ppts) survey/ food choice questionnaire and found that health was not a major overriding factor in the decision of 18 - 87 year olds in influencing their food choice, moreover it was only one of the many motivations for good choice, other factors included:
- Price
- Sensory appeal
- Weight control
- Natural content of the food
- Ethical concerns about the manufacture and country of origins
- Familiarity
- Convenience of purchasing and preparation
- Mood regulation 

Mood

Garg et al (2007)