Oh Ga-Eun Grace
Institute of International Business and Governance, Lee Shau Kee School of Business and Administration, Open University of Hong Kong, 30 Good Shepherd St., Ho Man Tin, Kowloon, Hong Kong.
Int J Hosp Manag. 2020 Sep;90:102614. doi: 10.1016/j.ijhm.2020.102614. Epub 2020 Jul 16.
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.
在餐厅用餐时，食客通常会期待尽情享受美食，比如享用一份甜点。本研究考察了预期这种放纵行为对节制饮食者和不节制饮食者对健康食品偏好的影响。两项实验表明，预期放纵消费会降低节制饮食者对即时食用健康食品的偏好。相反，不节制饮食者对放纵消费的预期增加或并未改变他们对健康食品的偏好。无论营养信息是否可得，放纵预期和饮食节制对健康食品偏好的交互作用都存在。研究结果表明，尽管人们对健康饮食的关注度不断提高，但具有讽刺意味的是，节制型消费者在预期有甜点消费机会时，会表现出对不健康食品的偏好。本研究为消费预期、顺序消费和饮食节制提供了理论启示，也为餐馆老板以及消费者、健康专业人士和政策制定者在健康饮食方面提供了实践启示。
