Regulatory focus and health
eating behavior: olive oil case
study
1
Safa Garbout, PhD student
03/02/2017
Factors influencing eating
behavior
Eating behavior
Food choice
Age , sex,
Characteristics
nutritional of
the
knowledge,
individual
attitudes ,
Taste, texture,
Characteristics of
price, types of
Food
food, shape
Season, familiar
size
Characteristics of
Employment
enviroment
status,
communication
2
Regulatory focus
Promotion
 Nurturance needs
Self regulation in relation to the
ideal self
 Desired end-states characterized
by aspirations and accomplishments
 Presence and absence of
positive outcomes
 tend to adopt approach strategies
Prevention
 Security needs
Self-regulation in relation to the
ought self
Desired end-states characterized
by responsibilities and safety
Presence and absence of negative
outcomes
 tend to adopt avoidance
strategies
Higgins (1997)
3
Types of regulatory focus
Chronic regulatory focus
• Drives from a person ‘s developmental history (Trait-wise) (
Higgins and Silberman,1998)
Temporary regulatory focus
• Contextual or situational
4
(Avnet and Higgins 2006; Higgins 1997, 1998, 2000)
Composite chronic regulatory
focus scale
items
Type of orientation
When it comes to achieving things that are
important to me, I find that I don’t perform
as well as I would ideally like to do
Promotion focus
I feel like I have made progress toward being
successful in my life
Promotion focus
When I see an opportunity for something I
like, I get excited right away
Promotion focus
I frequently imagine how I will achieve
my hopes and aspirations
Promotion focus
I see myself as someone who is
primarily striving to reach my “ideal
self”—to fulfill my hopes, wishes, and
aspirations
Promotion focus
(Haws and al.2010)
5
Alpha ‘s Cronbach = 0,680
Scale chronic regulatory focus
items
Types
I usually obeyed rules and regulations
that were established by my parents
Prevention focus
Not being careful enough has gotten me
into trouble at times
Prevention focus
I worry about making mistakes
Prevention focus
I frequently think about how I can
prevent failures in my life
Prevention focus
I see myself as someone who is
primarily striving to become the self I
“ought” to be—fulfill my duties,
responsibilities and obligations
Prevention focus
Alpha ‘s Cronbach = 0,705
Total Alpha ‘s Cronbach = 0,801
6
Regulatory focus ‘s e- message
Promotion
Positive consequences
of adopting healthy
eating behavior
350 Millions
users of
Facebook/month
in2009 and One
biliion in 2012
89% use social
media in 2012
Prevention
Negative consequences of
not adopting eating
behavior
Argument ‘s e- message
(Werle et al.2012).
Health
Raise awareness of risks and negative consequences of
• Based on preventive information related to health and the consequences of diseases
their eating habits on health
Social
• Based on Social risks or the negative social consequences of eating habits
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Online experimentation
Pre-experimental designs
Static group comparison: 2 types of groups of test subjects
Experimental group ( EG)
Orientation focus* type ‘s
argument
promotion* health
Prevention* health
Promotion* social
Prevention* social
Control group (CG)
Message on the
environment
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Group 1:
Promotion* health
9
Group 1:
Promotion* health
10
Group 2:
Prevention* health
11
Group 3: Promotion* Social
12
Group 4: Prevention* Social
13
Control Group 5: message on the
environment
14
Verification of manipulations
“American sample n=1036”
Messages
Positive
consequences
of balanced diet
risks of
obesity
consequences
of food habit
on health
consequences
of food habit
on social
relationship
friendship
,job…
Condition 1
M= 5,46
M=3,16
M=4,49
M=3,62
Condition 2
M=4,37
M=3,87
M=4,78
M= 3,44
Condition 3
M=4,62
M=3,93
M= 4,30
M=4,56
Condition 4
M=3,76
M=4,66
M= 4,50
M= 4,81
Condition 5
M=3,72
M=3,38
M= 3,77
M=3,66
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Maheswaran and
Meyers-Levy (1990 ; 2004)
Alpha ‘s Cronbach = 0,692
Verification of manipulations
“French sample n= 1051”
Messages
Positive
consequences
of balanced diet
risks of
obesity
consequences
of food habit
on health
consequences
of food habit
on social
relationship
friendship
,job…
Condition 1
M= 5,90
M=3,28
M=5,33
M=4,50
Condition 2
M=4,53
M=4,61
M=5,15
M= 4,02
Condition 3
M=4,79
M=4,37
M= 4,86
M=5,02
Condition 4
M=4,40
M=5,42
M= 5,18
M= 5,58
Condition 5
M=4,44
M=4,09
M= 4,46
M=4,35
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Maheswaran and
Meyers-Levy (1990 ; 2004)
Alpha de Cronbach = 0,692
Verification of manipulations
“Danish sample n= 1200”
Messages
Positive
consequences
of balanced diet
risks of
obesity
consequences
of food habit
on health
consequences
of food habit
on social
relationship
friendship
,job…
Condition 1
M= 4,35
M=2,30
M=3,28
M=2,84
Condition 2
M=3,66
M=3,72
M=3,66
M= 4,02
Condition 3
M=3,43
M=3,32
M= 3,27
M=3,52
Condition 4
M=2,73
M=4,35
M= 3,79
M= 4,15
Condition 5
M=2,59
M=2,25
M= 2,50
M=2,50
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Maheswaran and
Meyers-Levy (1990 ; 2004)
Alpha de Cronbach = 0,692
Group 1=Intention to eat healthy
( American sample)
75,8
65,7
%
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Alpha ‘s Cronbach
= 0,916
Group 2=Intention to eat healthy
( American sample)
82,4
74,5
%
19
Alpha ‘s Cronbach
= 0,916
Group 3=Intention to eat healthy
( American sample)
80,7
72,5
%
20
Alpha ‘s Cronbach
= 0,916
Group 4=Intention to eat healthy
( American sample)
83,8
74,8
%
21
Alpha ‘s Cronbach
= 0,916
Group 5=Intention to eat healthy
( American sample)
66,%
79%
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Alpha ‘s Cronbach
= 0,916
Healthy choice “ dressing on
salads
Balsamic vinaigrette sauce
Mayonnaise sauce
Mayonnaise + mustard +oil+ salt+
pepper
Ketchup sauce
Ketchup + mustard+ mayonnaise + vinegar+
salt + pepper
Olive oil+ vinegar balsamic + salt+
pepper
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Yogurt sauce
Yogurt 0% + lemon juice+ Persil+
oil+ salt + pepper
Healthy choice ( English sample)
Group
1
2
3
4
5
77,1
83,8
79,2
80,8
%
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Healthy choice (cross cultural)
Country
Proportion
Danish consumer
68,76%
American consumer
79,84%
Frensh consumer
82,61%
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Thank you for your
attention
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