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The influence of regulatory focus on food representations and choices
[L’influence de l’orientation motivationnelle sur les représentations et les choix alimentaires]

Author

Listed:
  • Patricia P. Gurviez

    (GENIAL - Ingénierie, Procédés, Aliments - INRA - Institut National de la Recherche Agronomique - AgroParisTech)

  • Ophélie Mugel

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

This study highlights the chronic dimension of regulatory focus on consumers' perception of food and their consumption behavior. From a qualitative study of 25 subjects, the results show the influence of chronic regulatory focus on perceptions of the link between health and nutrition as well as food consumption strategies in two groups, one consisting of prevention-oriented consumers and the other promotion-oriented consumers. Our results identify theoretical and managerial implications for brands and public authorities taking into account the affect of consumers' regulatory focus on the messages sent by the food industry.

Suggested Citation

  • Patricia P. Gurviez & Ophélie Mugel, 2016. "The influence of regulatory focus on food representations and choices [L’influence de l’orientation motivationnelle sur les représentations et les choix alimentaires]," Post-Print halshs-01362233, HAL.
    • Handle: RePEc:hal:journl:halshs-01362233
    DOI: 10.1016/j.cnd.2016.07.003
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    Cited by:

    1. Patrice Cottet & Jean-Marc Ferrandi & Marie-Christine Lichtlé & V. Plichon, 2018. "The effect or regulatory focus on food behaviors: the particular case of diet [L'effet de l'orientation régulatrice sur les comportements alimentaires : le cas particulier du contexte de régime ali," Post-Print hal-01900339, HAL.

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