Eat to Be Fit Or Fit to Eat? Restrained Eaters’ Food Consumption in Response to Fitness Cues

Joerg Koenigstorfer, Pennsylvania State University, USA
Hans Baumgartner, Pennsylvania State University, USA
Consumption of food perceived as dietary-forbidden decreases if restrained (versus unrestrained) eaters are incidentally primed with fitness. Ironically, consumption of isocaloric food perceived as dietary-allowed increases for restrained eaters in response to incidental fitness primes or when fitness is integral to the product. Biases in self-perception can explain these effects.
[ to cite ]:
Joerg Koenigstorfer and Hans Baumgartner (2012) ,"Eat to Be Fit Or Fit to Eat? Restrained Eaters’ Food Consumption in Response to Fitness Cues", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 954-955.