What Role Does Sense of Power Play in Consumers' Decision Making of Risky Food Consumption While Dining Out?. Issue 1 (2nd January 2018)

• Record Type: Journal Article
• Authors: Kim, Jooho; Almanza, Barbara; Ghiselli, Richard; Neal, Jay; Sydnor, Sandra
• Is Part Of: Journal of foodservice business research. Volume 21:Issue 1(2018)
• Page Start: 106
• Page End: 119
• Publication Date: 2018-01-02
• Subjects: Food safety optimism -- optimism -- risky food consumption -- sense of power; Food service -- Marketing -- Periodicals; Restaurants -- Marketing -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; 381.456479505
• DOI: 10.1080/15378020.2017.1320931
• Languages: English
• ISSNs: 1537-8020

Abstract

ABSTRACT: One way to understand risky food consumption is to look at the influence of the sense of power, as well as optimism bias. The purpose of this study was to examine how the sense of power affects consumers' intention to consume risky foods by assessing the direct relationship between their sense of power and subsequent consumption of risky foods, and investigating the indirect relationship between sense of power and risky food consumption with general optimism bias or food safety optimism bias as a mediating variable. A web-based questionnaire with 387 responses was used to test the hypotheses and the indirect relationships from the sense of power to intention to consume risky foods via food safety optimism. Findings indicate the theoretical implication of a new variable (food safety optimism) that is useful in understanding the relationship between the sense of power and risky food consumption. Results also offer practical implications on better ways to market raw or undercooked foods to potential consumers.