Stress and food choices: Examining gender differences and the time horizon framing effect |
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| Affiliation: | 1. Wilson School of Hospitality and Resort Management, University of Memphis, 3700 Central Avenue, Suite 140 E, Memphis, TN 38152, USA;2. School of Hospitality and Tourism Management, Purdue University, Marriott Hall, Room 245, 900 W. State Street, West Lafayette, IN 47907, USA;1. Faculty of Management and Economics, Dalian University of Technology, Liaoning, Dalian 116024, China;2. College of Tourism, Dalian University, Liaoning, Dalian 116622, China;3. School of Control Science and Engineering, Dalian University of Technology, Liaoning Dalian 116024, China;1. School of Economics, The University of Queensland, Brisbane, Queensland 4072, Australia;2. Strategic Planning in Research, National Arts Council, 90 Goodman Road, Goodman Arts Centre, Blk A #01-01, 439053, Singapore;1. Department of Hospitality and Tourism Management, College of Humanities and Legal Studies, University of Cape Coast, Ghana;2. College of Humanities and Social Sciences, UAE University, United Arab Emirates;1. College of Hotel & Tourism Management, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul, 02447, Republic of Korea;2. Dedman School of Hospitality, Florida State University, 288 Champions Way, Tallahassee, FL, 32306-2541, United States;3. Business Analytics, Information Systems and Supply Chain Department, Florida State University, College of Business, Florida State University, Tallahassee, FL, 32306-1110, United States;4. Risk Management, Alsco Inc., 505 E S Temple, Salt Lake City, UT 84102, United States;1. UQ Business School, University of Queensland, Brisbane, QLD, 4072, Australia;2. School of Business and Law, Edith Cowan University, Joondalup, WA, 6027, Australia |
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| Abstract: | The number of people facing daily stress is on the rise in the United States. Further, there is increasing evidence of stress induced obesity and other food-related health risks. This study tested the effects of self-reported stress on choosing indulgent and healthy food options in the context of menu promotions at restaurants. The study proposed that time horizon message framing (expansive vs. limited) on restaurant menus influences the effectiveness of advertising messages aimed at preventing unhealthy food choices and promoting healthy choices. Further, this study examined gender differences in stress induced eating. The current findings shed new light on time horizon message framing, which encourages stressed consumers to make healthy choices. The results showed that food choices can be altered using time horizon messages. That is, stressed individuals tend to choose healthier options when the message is framed in terms of expansive time and more indulgent food than when the message is focused on a limited time frame. Restaurant managers are advised to establish creative marketing strategies to spur interest in healthy menu items and emphasize the benefits of healthy food items. |
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| Keywords: | Healthy menu Stress Time horizon message Advertisement Food choices Gender differences |
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