To Choose (Not) to Eat Healthy: Social Norms,Self‐affirmation,and Food Choice

With the rise of obesity in America, especially within the African‐American community, it is essential to identify strategies to encourage healthier food choices. Limited research has examined what, apart from socioeconomic indicators and targeted marketing, affects African Americans’ food choice. The current research explores how a self‐focus or racial group‐focus, in the absence of explicit eating‐norm primes, social influence, and identity threats, affects food choices and this varies by race. A group‐focus leads African Americans (Caucasians) to demonstrate unhealthy (healthy) food choices. On the contrary, a self‐focus leads African Americans to demonstrate healthier preferences while there is no change in Caucasians’ food preferences. Additionally, the current research shows how self‐affirmation, in the absence of threat, can be an effective mechanism for behavior change, for both African Americans and Caucasians. Affirming valued self‐attributes, after a group‐focus, leads to healthier food choices for individuals of both races. These findings are important as they may help identify ways to increase healthier nutrition choices in general and specifically for African Americans. Potential marketing strategies are discussed.