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ABSTRACT
This research relied on regulatory focus theory to explore the extent to which the priming of a consumer’s goals or motivation toward promotion or prevention significantly affects their food portion size behavior. Two different experiments employing randomized post-test only with control group designs were executed. In Study 1, consumers’ motivations were moderately primed; the results supported regulatory focus theory in that a promotion prime led to an increase in food portion size behavior, and a prevention prime caused a decrease in food portion size behavior. In Study 2, consumers’ motivations were primed more subtly. When primed subtly or implicitly, regulatory focus theory was supported only for promotion-oriented consumers.
Notes
1 In this study, an individual’s consumption standard will be operationalized as their food portion size before being primed.
2 Note that Higgins and colleagues’ (Citation2001) scale measures an individual’s underlying, general regulatory orientation, not one’s personal promotion or prevention orientation regarding a particular attitudinal object.
3 At this time, the sauce was slightly warm but not hot. Heating will occur immediately before serving.
4 The standard deviation of portion size change was <18 grams.
5 The standard deviation of portion size change was <24 grams.