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The psychology of sugary drinks: The role of consumption and reward simulations

含糖饮料的心理学：消费和奖励模拟的作用

基本信息

批准号：
ES/R005419/1
负责人：
Esther Papies
金额：
$ 42.32万
依托单位：
University of Glasgow
依托单位国家：
英国
项目类别：
Research Grant
财政年份：
2018
资助国家：
英国
起止时间：
2018 至无数据
项目状态：
已结题

来源：
https://gtr.ukri.org/projects?ref=ES%2FR005419%2F1
关键词：
psychology sugary drinks role consumption

项目摘要

What is the motivation for consuming sugary drinks? Why do some people choose Coke, and others water, to accompany their dinner or to quench their thirst? We know very little about the psychological processes underlying these behaviours. While the motivation for unhealthy food has been researched extensively, the motivation for sugary drinks remains understudied, despite their negative health implications. Up to 19% of daily calorie intake consists of sugar from drinks, and the consumption of sugary drinks contributes to weight gain. The consumption of sugary drinks is a main contributor to poor dental health and to overweight, which cost the NHS £ 3.4 billon and £ 4.7 billion a year in England alone (Public Health England, 2014). Especially given the recent media attention, many consumers are aware of the health implications of sugary drinks, but struggle to successfully reduce their intake. Therefore, it is important to understand what underlies the motivation for sugary drinks, and how we can effectively assist consumers in replacing sugary drinks with healthier alternatives such as water.We propose that sugary drinks gain their attractiveness through consumption and reward simulations. In other words, when people see or think about a sugary drink, they spontaneously simulate (i.e., re-experience) the sensation and the reward of consuming it, such as its taste, the resulting energy boost, and the quenching of thirst, based on their previous, rewarding experiences. These simulations trigger a desire to consume sugary drinks, particularly when feeling thirsty. Although evidence exists for the role of such simulations in the motivation for food, no previous studies have applied this account to drinks. Our research will first systematically test this simulation account of the motivation for sugary drinks, and then use it to stimulate healthier choices in innovative ways. In Subproject 1, we will investigate the specific simulations that are triggered by sugary drinks and by water. Building on recent pilot data that we have collected, we expect that sugary drinks will trigger more consumption and reward simulations ("cold", "fizzy", "tasty", "refreshing") than water, particularly among high consumers of sugary drinks, and particularly when thirsty. In Subproject 2, we will link these consumption and reward simulations to the motivation to consume sugary drinks and water. To this end, we will use a novel method to assess motivation unobtrusively: we will measure the degree to which participants slightly lean forward on a Wii balance board when viewing images of drinks. Such subtle approach movements have been shown to reflect motivation and desire. We predict that more consumption and reward simulations will be associated with leaning forward more toward sugary drinks images, especially among high consumers of sugary drinks and especially when thirsty. Finally, in Subproject 3, we will use these findings to develop an intervention approach to help consumers replace sugary drinks with water. Typically, advertisements for sugary drinks focus heavily on consumption and reward, whereas advertisements for water focus on purity and health benefits. We propose that motivation for consuming water can be increased by boosting consumption and reward simulations, in a similar way as for sugary drinks. Thus, we will test whether using images and words that trigger consumption and reward simulations for drinking water makes water more attractive and increases water choices, and reduces choices for sugary drinks. We will test this in both online and field experiments with actual consumers in naturalistic settings. Together, these experiments will help us understand what makes sugary drinks so difficult to resist, and how health practitioners, intervention developers, and industry can boost the motivational appeal of healthier alternatives to stimulate healthier beverage choices.

消费含糖饮料的动机是什么？为什么一些人选择可乐，而另一些人选择水来配餐或解渴？我们对这些行为背后的心理过程知之甚少。虽然人们对不健康食品的动机已经进行了广泛的研究，但对含糖饮料的动机仍未得到充分的研究，尽管它们对健康有负面影响。每天高达19%的卡路里摄入量来自饮料中的糖，而含糖饮料的消费会导致体重增加。含糖饮料的消费是牙齿健康不良和超重的主要原因，仅在英格兰一年就花费了NHS 34亿GB和47亿GB(公共卫生英格兰，2014)。特别是考虑到最近媒体的关注，许多消费者意识到含糖饮料对健康的影响，但努力成功地减少他们的摄入量。因此，重要的是要了解含糖饮料的动机是什么，以及我们如何有效地帮助消费者用更健康的替代品(如水)取代含糖饮料。我们认为，含糖饮料通过消费和奖励模拟来获得吸引力。换句话说，当人们看到或想到一种含糖饮料时，他们会自发地模拟(即重新体验)饮用它的感觉和奖励，比如它的味道、由此产生的能量提升和解渴，基于他们以前的有益体验。这些模拟会激发人们喝含糖饮料的欲望，特别是在感觉口渴的时候。尽管有证据表明这种模拟在食物动机中的作用，但以前的研究还没有将这一解释应用于饮料。我们的研究将首先系统地测试这种模拟的含糖饮料的动机，然后用它来以创新的方式刺激更健康的选择。在子项目1中，我们将研究由含糖饮料和水触发的特定模拟。根据我们最近收集的试点数据，我们预计含糖饮料将比水引发更多的消费和奖励模拟(“冷”、“冒泡”、“美味”、“提神”)，特别是在高含糖饮料消费者中，尤其是在口渴的时候。在子项目2中，我们将把这些消费和奖励模拟与消费含糖饮料和水的动机联系起来。为此，我们将使用一种新的方法来不引人注目地评估动机：我们将测量参与者在观看饮料图像时在Wii平衡板上微微前倾的程度。这种微妙的方法动作已经被证明反映了动机和愿望。我们预测，更多的消费和奖励模拟将与更倾向于含糖饮料的形象有关，特别是在高含糖饮料消费者中，尤其是在口渴的时候。最后，在子项目3中，我们将利用这些发现来开发一种干预方法，帮助消费者用水取代含糖饮料。通常，含糖饮料的广告主要集中在消费和奖励上，而水的广告集中在纯度和健康益处上。我们建议，可以通过增加消费和奖励模拟来增加消费动机，就像含糖饮料一样。因此，我们将测试使用图像和文字来触发饮用水的消费和奖励模拟是否会使水更具吸引力，增加水的选择，并减少含糖饮料的选择。我们将在自然主义环境下的实际消费者的在线和现场实验中测试这一点。总之，这些实验将帮助我们了解是什么让含糖饮料如此难以抗拒，以及健康从业者、干预开发人员和行业如何提高更健康替代品的激励吸引力，以刺激更健康的饮料选择。