Study reveals how motivation affects nutrition and nutrition

A new study conducted by the University of East Anglia (UEA) suggests that people with a positive attitude are more likely to eat healthily.

The study examined the motivational role of a theory called regulatory focus on consumer involvement in nutrition, that is, the time and effort devoted to discovery. of nutrition and looking for nutritious foods.

He also examined the effect of nutrition's involvement on consumers' knowledge of nutrition and eating behavior.

The regulation seems to indicate that there are fundamental differences in motivation between individuals, with two aspects – promotion and prevention – leadership behavior. Advocates want positive outcomes, such as healthy behaviors, while prevention-focused individuals will seek to prevent negative consequences, such as avoiding unhealthy behaviors.

The results, published in the journal Appetite, show that focusing on promotion leads to consumer involvement in nutrition, which leads to an understanding of nutrition and an adaptation of its diet, according to the advice given, for example, by the media , doctors, family members or friends. Having focused on prevention had no effect on nutrition participation.

He also found that the effect of promotion focused on nutritional participation was more pronounced among high-income consumers. Evidence suggests that the effect of promotion was stronger in men than in women, but the authors say that it should be expected because previous research has shown that women have a higher level of nutritional participation, regardless of whether they are promotion-oriented.

Lead author, Kishore Pillai, professor of retail and marketing at the Norwich Business School of UEA, said the findings of this study provided information on consumer attitudes and behaviors related to nutrition and were important given the rising rates of obesity and diseases such as diabetes.

"Higher levels of consumer-driven promotion aspirations will lead to greater involvement in nutrition to improve their well-being," said Professor Pillai. "While people focused on promotion and prevention will be motivated to stay healthy, the former are more likely to use approach strategies such as nutritional participation.

"Consumer decisions about eating behavior and nutrition can have consequences such as disease and obesity, which have direct consequences on public health policies." Obesity is preventable and an implication Increased consumer nutrition can help achieve this goal.

"Consumers are likely to receive nutrition advice from multiple sources on a daily basis." Public agencies can encourage promotion and participation in nutrition through proper communication. indicate the results of this study, the effectiveness of this intervention will vary between high and low income groups and will likely vary between men and women. "

Professor Pillai added: "Given the problems of obesity and illnesses directly related to poor eating habits, the direct impact of nutrition on the eating behaviors highlighted in this study highlights the importance of nutrition. importance of investing in nutrition promotion efforts from a public health policy perspective. "

The study was conducted among 1125 consumers in Taiwan, where dietary habits have changed and obesity, hypertension and diabetes have increased. Participants were asked about their involvement and knowledge of nutrition, and their adaptation to their diet.

More information:
"Regulatory Concentration, Nutrition Involvement and Nutrition Knowledge", Kishore Gopalakrishna Pillai, Yong-Siang Liang, Desmond Thwaites, Ronald Goldsmith, Piyush Sharma, is published in Appetite (2019).

Provided by
University of East Anglia