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This is your stomach speaking: Anthropomorphized health messages reduce portion size preferences among the powerless

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  • Newton, Fiona J.
  • Newton, Joshua D.
  • Wong, Jimmy

Abstract

As food portion sizes increase, so too does the amount of energy consumed. The purpose of this study was therefore to determine whether the portion size preferences of individuals could be reduced. Across two experiments, this paper shows that a personally threatening health message that has been endorsed by a digestive system featuring anthropomorphic cues can reduce portion size preferences for energy dense foods and beverages, but only among those who feel powerless. This effect emerges because partially anthropomorphizing an internal body system transforms that system into an agent of social influence. The powerless, who are more sensitive to social influence than the powerful, will consequently be more attuned to threatening health information that has been endorsed by this partially anthropomorphized body system, shaping their behavioral preferences. Anthropomorphizing elements of the self may therefore represent a novel means for motivating behavior change.

Suggested Citation

  • Newton, Fiona J. & Newton, Joshua D. & Wong, Jimmy, 2017. "This is your stomach speaking: Anthropomorphized health messages reduce portion size preferences among the powerless," Journal of Business Research, Elsevier, vol. 75(C), pages 229-239.
    • Handle: RePEc:eee:jbrese:v:75:y:2017:i:c:p:229-239
    DOI: 10.1016/j.jbusres.2016.07.020
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    References listed on IDEAS

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    Cited by:

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    3. Xie, Yi & Chen, Ke & Guo, Xiaoling, 2020. "Online anthropomorphism and consumers’ privacy concern: Moderating roles of need for interaction and social exclusion," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. Jamel Khenfer & Steven Shepherd & Olivier Trendel, 2020. "Customer empowerment in the face of perceived Incompetence: Effect on preference for anthropomorphized brands," Grenoble Ecole de Management (Post-Print) hal-03189338, HAL.
    5. Jamel Khenfer & Steven Shepherd & Olivier Trendel, 2020. "Customer empowerment in the face of perceived Incompetence: Effect on preference for anthropomorphized brands," Post-Print hal-03189338, HAL.
    6. Ying Li & Yanfei Zhu & Guanqun Zhang & Junliang Zhou & Jinlai Liu & Zhuoxin Li & Boqian He, 2022. "The Effects of Anthropomorphism, Message Framing, and Voice Type on Unhealthy Sleep Behavior in Young Users: The Mediating Role of Risk Perception," IJERPH, MDPI, vol. 19(15), pages 1-18, August.
    7. Khenfer, Jamel & Shepherd, Steven & Trendel, Olivier, 2020. "Customer empowerment in the face of perceived Incompetence: Effect on preference for anthropomorphized brands," Journal of Business Research, Elsevier, vol. 118(C), pages 1-11.

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