What food representation tells us about the attractiveness of food products

Abstract

Background: Unhealthy food is often preferred over healthy food as it is perceived as more attractive. Taking a grounded cognition perspective, this study examines whether simulations of consuming the food play a role in preferences for unhealthy foods. We assume rewarding consumption simulations to contribute to the attractiveness of unhealthy food especially. Methods: In a feature listing task, 120 participants (data collection in progress) either received the instruction to produce typical features of healthy and unhealthy food, or features that would make them want to eat it. The features were systematically coded as consumption simulations if they referred to the sensory system, context, action, and immediate consequences. The data was analyzed in a repeated measures ANOVA. Expected results: We predicted unhealthy foods to generate more features related to actual consumption than healthy foods. Additionally, focusing on the attractive features of food products was expected to increase consumption simulations. Discussion: The study identifies important features that contribute to food products’ attractiveness, and will help developing effective interventions to increase healthy eating by transferring these features to healthy food.