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Candy bar or healthy snack? Free choice not as free as we think
October 14, 2009If you think choosing between a candy bar and healthy snack is totally a matter of free will, think again. A new study in the Journal of Consumer Research shows that the choices we make to indulge ourselves or exercise self-control depend on how the choices are presented.
Author Juliano Laran (University of Miami) tested subjects to determine how certain words and concepts affected consumers' decisions for self-control or indulgence. He found that consumer choices were affected by the actions most recently suggested to them by certain key words.
The tests involved a word-scramble containing words that suggested either indulgence ("weight") or self-control ("delicious"). "Participants who unscrambled sentences associated with self-control were more likely to choose a healthy snack (a granola bar) to be consumed right now, but an indulgent snack (a chocolate bar) to be consumed in the future," writes Laran. Participants who unscrambled sentences associated with indulgence were more likely to choose an indulgent snack to be consumed right now but a healthy snack to be consumed in the future."
A second study examined the same phenomenon, but it involved information associated with saving versus spending money. Again, when information about saving money was active (participants had been exposed to words associated with saving money), participants said that they imagined themselves trying to save money while shopping in the present, but spending a lot of money while shopping in the future. When words about spending money were suggested, the study showed the opposite result.
"The type of information (self-control or indulgence) that is currently active may influence a decision for the future," write Laran. "When information about self-control (indulgence) is currently active, decisions for the present will be virtuous (indulgent), while decisions for the future will be indulgent (virtuous). This result arises from people's need to balance behaviors performed in the present with behaviors that will be performed in the future."
Both marketers and consumers can benefit from being aware of these effects, Laran concludes.
University of Chicago Press Journals
A second study examined the same phenomenon, but it involved information associated with saving versus spending money. Again, when information about saving money was active (participants had been exposed to words associated with saving money), participants said that they imagined themselves trying to save money while shopping in the present, but spending a lot of money while shopping in the future. When words about spending money were suggested, the study showed the opposite result.
"The type of information (self-control or indulgence) that is currently active may influence a decision for the future," write Laran. "When information about self-control (indulgence) is currently active, decisions for the present will be virtuous (indulgent), while decisions for the future will be indulgent (virtuous). This result arises from people's need to balance behaviors performed in the present with behaviors that will be performed in the future."
Both marketers and consumers can benefit from being aware of these effects, Laran concludes.
University of Chicago Press Journals
K-State researchers say after-school programs should promote activity, healthy nutrition
Children's after-school activities often consist of sedentary behavior such as watching television, but after-school programs that offer physical activity and healthy snacks could be the best place for children's health.
Making snack food choices
People who are asked whether they would choose between a "good" snack and a "bad" snack might not follow their intentions when the snacks arrive.
Listen to your heart: Researchers discover a physiological indicator of vulnerability to temptation
We've all had our moments of weakness when trying to control ourselves; eating that donut on your diet, losing your temper with your kids, becoming upset when you're doing your best not to. It isn't like we plan on these lapses in judgment. It's more like they just sort of happen.
New cocoa evidence on why plant foods are beneficial to cardiovascular health
While a growing number of studies has shown a link between flavanol-rich cocoa and cardiovascular health, scientists have now substantiated a causal relationship between specific compounds present in cocoa and cardiovascular health.
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