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Pleasure and the Control of Food Intake: An Embodied Cognition Approach to Consumer Self-Regulation

Author

Listed:
  • Olivia Petit

    (LPC - Laboratoire de psychologie cognitive - AMU - Aix Marseille Université - CNRS - Centre National de la Recherche Scientifique)

  • Frédéric Basso

    (LSE - Department of Statistics - London School of Economics - LSE - London School of Economics and Political Science)

  • Dwight Merunka

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Charles Spence

    (University of Oxford)

  • Adrian David Cheok

    (City University London)

  • Olivier Oullier

    (NIA - Neurobiologie intégrative et adaptative - Université de Provence - Aix-Marseille 1 - CNRS - Centre National de la Recherche Scientifique)

Abstract

Consumers try to avoid temptation when exposed to appetizing foods by diverting their attention away from their senses (e.g., sight, smell, mouthfeel) and bodily states (e.g., state of arousal, salivation) in order to focus on their longer term goals (e.g., eating healthily, achieving an ideal body weight). However, when not including sensations in their decision‐making processes, consumers risk depleting their self‐regulatory resources, potentially leading to unhealthy food choices. Conversely, based on the concept of "embodied self‐regulation," the suggestion is made that considering bodily states may help consumers regulate their food choices more effectively. A new model is proposed that facilitates understanding observed consumer behavior and the success or failure of self‐control in food intake. It is argued that bodily states and sensory information should be considered when modeling consumer behavior and developing health‐related advocacy and communication campaigns. The model proposed here leads to new perspectives on consumer consumption behavior and health policy research and strategies.

Suggested Citation

  • Olivia Petit & Frédéric Basso & Dwight Merunka & Charles Spence & Adrian David Cheok & Olivier Oullier, 2016. "Pleasure and the Control of Food Intake: An Embodied Cognition Approach to Consumer Self-Regulation," Post-Print hal-01822323, HAL.
  • Handle: RePEc:hal:journl:hal-01822323
    DOI: 10.1002/mar.20903
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    Citations

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    Cited by:

    1. Stocchi, Dr Lara & Kemps, Eva & Anesbury, Dr Zachary, 2021. "The effect of mental availability on snack food choices," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    2. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
    3. Petit, Olivia & Lunardo, Renaud & Rickard, Bradley, 2020. "Small is beautiful: The role of anticipated food waste in consumers’ avoidance of large packages," Journal of Business Research, Elsevier, vol. 113(C), pages 326-336.
    4. Olivia Petit & Carlos Velasco & Charles Spence, 2018. "Are large portions always bad? Using the Delboeuf illusion on food packaging to nudge consumer behavior," Marketing Letters, Springer, vol. 29(4), pages 435-449, December.
    5. Ketron, Seth & Naletelich, Kelly & Migliorati, Stefano, 2021. "Representational versus abstract imagery: Effects on purchase intentions between vice and virtue foods," Journal of Business Research, Elsevier, vol. 125(C), pages 52-62.
    6. Racat, Margot & Capelli, Sonia & Lichy, Jessica, 2021. "New insights into ‘technologies of touch’: Information processing in product evaluation and purchase intention," Technological Forecasting and Social Change, Elsevier, vol. 170(C).

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