The effects of motivational priming on food portion size behavior. Issue 1 (1st January 2016)

• Record Type: Journal Article
• Authors: Webster, Cynthia; Chakrabarty, Subhra; Kinard, Brian R.
• Is Part Of: Journal of foodservice business research. Volume 19:Issue 1(2016)
• Page Start: 39
• Page End: 55
• Publication Date: 2016-01-01
• Subjects: Food portion size -- motivational priming -- obesity -- regulatory focus theory; Food service -- Marketing -- Periodicals; Restaurants -- Marketing -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; 381.456479505
• DOI: 10.1080/15378020.2016.1129217
• Languages: English
• ISSNs: 1537-8020

Abstract

ABSTRACT: This research relied on regulatory focus theory to explore the extent to which the priming of a consumer's goals or motivation toward promotion or prevention significantly affects their food portion size behavior. Two different experiments employing randomized post-test only with control group designs were executed. In Study 1, consumers' motivations were moderately primed; the results supported regulatory focus theory in that a promotion prime led to an increase in food portion size behavior, and a prevention prime caused a decrease in food portion size behavior. In Study 2, consumers' motivations were primed more subtly. When primed subtly or implicitly, regulatory focus theory was supported only for promotion-oriented consumers.