Inducing consumers to use calorie information: a multinational investigation.

OBJECTIVE: We identify individuals who set daily intake budgets and examine if an intervention making people estimate their calorie intake up to a certain point in the day helps those setting daily budgets to regulate their calorie intake for the remainder of the day, after high prior consumption. DESIGN: We conducted an online experiment in five countries: Australia, China, Germany, India, and the UK (n = 3,032) using a 2 (setting calorie budget: yes vs. no, measured) x 2 (intervention: intake reminder vs. control, manipulated) between-subjects design, with the amount of prior consumption measured. Participants were contacted in the afternoon. Those in the intervention condition were asked to estimate their prior calorie intake on that day. MAIN OUTCOME MEASURES: We measured the individual characteristics of those who set daily calorie budgets and the intended calorie intake for the remainder of the day. RESULTS: Among people who set daily calorie budgets, the intervention reduced intended calorie intake for the remainder of the day by 176 calories if they had already consumed a high amount of calories that day. CONCLUSION: A timely intervention to estimate one's calorie intake can lower additional intended calorie intake among those who set daily calorie budget.

Social class, social self-esteem, and conspicuous consumption.

Previous research has suggested the negative relationship between self-esteem and conspicuous consumption since conspicuous consumption is aimed to gain social recognition and signal status. However, it has not been much explored how this relationship holds depending on social classes. We propose subjective social class will moderate the relationship between social self-esteem and conspicuous consumption. We also hypothesize the mediating roles of social dominance orientation and life satisfaction in the proposed moderation effect. By conducting the survey with the American sample, we tested these predictions. In Study 1, we showed that the negative relationship between social self-esteem and conspicuous consumption appeared only among high subjective social class individuals. In Study 2, we replicated Study 1 and further demonstrated that social dominance orientation and life satisfaction respectively mediated the interactive effect of subjective social class and social self-esteem on conspicuous consumption. The results suggest that among individuals who perceive themselves to be in a high social class, a low level of social self-esteem is conducive to conspicuous consumption. The theoretical implications and limitations of the present investigation are discussed.

Diverse values of fashion rental service and contamination concern of consumers.

Fashion rental service, as a form of collaborative consumption, has gained increasing attention in the fashion industry. However, due to the COVID-19 pandemic, fashion rental businesses need to strategically respond to consumers with heightened contamination concerns. This research aims to understand how diverse consumption values of fashion rental service form attitudes towards the service depending on one's contamination concerns and predict adoption intentions. Structural equation modeling was used to analyze the data (N = 270). The findings suggest that functional, economic, and emotional values significantly increase attitudes leading to adoption intentions. Further, contamination concerns moderate the relationships between values and attitudes as well as attitudes and intentions. The findings enrich the literature of collaborative consumption by integrating theories of consumption value and consumer contamination. Furthermore, the results provide managerial implications for strategic communication of FRS to effectively reach consumers depending on their contamination concern.

Informed indulgence: the effects of nutrition information provision and dietary restraint on consecutive food consumption decisions.

OBJECTIVE: Nutrition and menu labelling have been increasingly implemented worldwide. This research examines the effect of nutrition information provision on the immediate and subsequent consumption decisions of restrained and unrestrained eaters. DESIGN: We conducted three scenario-based experiments. In Study 1 (N = 478) and Study 2 (N = 199), we manipulated the availability of nutrition information and measured dietary restraint. Study 3 (N = 275) extended Study 2 by adding a condition where we provided reference information about recommended daily calories. MAIN OUTCOME MEASURES: We measured choices between relatively low-calorie and high-calorie alternatives (Studies 1-3) and measured a subsequent decision to consume indulgent food (Studies 2 and 3). RESULTS: Nutrition information did not generally affect choices between low-calorie and high-calorie options, irrespective of dietary restraint. However, restrained eaters who chose a high-calorie option in the presence of nutrition information indicated they would reduce subsequent intake. CONCLUSION: Nutrition information does not necessarily reduce the choice of relatively high-calorie food, but it can help restrained eaters reduce subsequent intake after a high-calorie choice. These results suggest that despite not having an immediate effect on choices, nutrition and menu labelling may benefit restrained eaters at a later time.

When dessert comes close: The effects of anticipating indulgent consumption and dietary restraint on healthy food preference at restaurants.

When dining in restaurants, diners often anticipate indulgent consumption, such as enjoying a dessert. This study examined the effects of anticipating such indulgence on preferences for healthy food among restrained and unrestrained eaters. Two experiments revealed that anticipating indulgent consumption reduced restrained eaters' preference for the immediate consumption of healthy food. Conversely, unrestrained eaters' expectation of indulgent consumption increased or did not change their preference for a healthy option. The interactive effect of indulgence anticipation and dietary restraint on healthy food preference held regardless of availability of nutrition information. The findings suggest that, despite increasing concern for healthy eating, restrained consumers ironically show a preference for unhealthy food options when anticipating a dessert consumption opportunity. The present study provides theoretical implications for consumption anticipation, sequential consumption, and dietary restraint, and practical implications for restaurateurs as well as for consumers, health professionals, and policymakers regarding healthy eating.