How consumption and reward features affect desire for food, consumption intentions, and behaviour
How consumption and reward features affect desire for food, consumption intentions, and behaviour
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DOI：
10.1016/j.appet.2023.107184
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发表时间：
2024-01-02
期刊：
影响因子：
5.4
通讯作者：
Papies，Esther K.
中科院分区：
文献类型：
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作者：
Farrar，Stephanie T.;Papies，Esther K.
了解欲望和意图背后的机制可能有助于寻求促进选择和消费更可持续和更健康产品的战略。因此，我们进行了两个实验，以探讨认知表征如何影响各种咸味菜肴的欲望和意图。在实验1中，1000名参与者被分配到五个条件之一，列出20种流行菜肴的典型，感官，背景，享乐或健康特征，以评估认知表征，然后评定他们目前的欲望，消费每道菜。虽然条件对欲望没有直接影响，但通过列出的消费和奖励特征的比例，条件对欲望有显著的中介作用（即，感官、语境和享乐词）。在实验2中，892名参与者被分配到四个条件之一，列出相同的20道菜的典型，感官，背景或健康特征，然后评估他们在接下来的四周内消费每道菜的意图。在为期4周的随访中，参与者评估了他们食用每道菜的频率。同样，条件对意图没有直接影响，尽管条件通过消费和奖励特征对意图有显著的中介作用。这表明，在心理上模拟以前的消费体验会增加消费意识中的菜肴的意图。结果还表明，消费和奖励功能通过增加意图对行为产生积极的间接影响。用有益的消费体验来描述健康和可持续的产品可能会增加消费它们的欲望和意图，改善人类和地球的健康。
Understanding the mechanisms that underlie desire and intentions may assist in the search for strategies to promote the selection and consumption of more sustainable and healthier products. Therefore, we conducted two experiments to examine how cognitive representations influence desire and intentions for various savoury dishes. In Experiment 1, 1000 participants were allocated to one of five conditions, listing either the typical, sensory, context, hedonic, or health features of 20 popular dishes to assess cognitive representations, before rating their present moment desire to consume each dish. Although there was no direct effect of condition on desire, there was a significant mediating effect of condition on desire through the proportion of consumption and reward features listed (i.e., sensory, context, and hedonic words). In Experiment 2, 892 participants were allocated to one of four conditions, listing either the typical, sensory, context, or health features for the same 20 dishes, before rating their intention to consume each dish over the next four weeks. At a 4-week follow-up, participants rated how often they had consumed each dish. Again, there was no direct effect of condition on intentions, although there was a significant mediating effect of condition on intentions through consumption and reward features. This suggests that mentally simulating a previous consumption experience increases intentions to consume the dish in mind. The results also showed a positive indirect effect of consumption and reward features on behaviour through an increase in intentions. Describing healthy and sustainable products in terms of the rewarding consumption experience may increase desire and intentions to consume them, improving the health of both people and the planet.