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    Regulatory focus and junk food avoidance: The influence of health consciousness, perceived risk and message framing

    88814.pdf (465.0Kb)
    Access Status
    Open access
    Authors
    Shimul, Anwar Sadat
    Cheah, Isaac
    Lou, Andrew Jerr
    Date
    2021
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Shimul, A.S. and Cheah, I. and Lou, A.J. 2021. Regulatory focus and junk food avoidance: The influence of health consciousness, perceived risk and message framing. Appetite. 166: ARTN 105428.
    Source Title
    Appetite
    DOI
    10.1016/j.appet.2021.105428
    ISSN
    0195-6663
    Faculty
    Faculty of Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/88990
    Collection
    • Curtin Research Publications
    Abstract

    The purpose of this research is to examine: (1) the health-related factors namely perceived health consciousness and perceived risk that motivate a person's intention to avoid junk food consumption, and (2) the influence of regulatory focus (promotion vs prevention foci) on a person's intention to avoid junk food consumption under the conditions of gain-framing vs loss-framing health communication and messages. A set of hypotheses are tested across three studies. Study 1 (n = 148) shows that regulatory focus influences the consumers' intention to avoid junk food. Also, health consciousness mediates the relationship between regulatory focus and junk food avoidance intention. Study 2 (n = 132) finds that perceived risk amplifies the relationship between regulatory focus and health consciousness. Study 3 (n = 168) demonstrates that message framing combined with the appropriate regulatory focus positively influences the consumers' intention to avoid junk food. The findings validate and extend the current theoretical framework in relation to unhealthy eating behaviours (e.g., junk food consumption). Based on the findings of this research, the practitioners can utilise the correct type of health information or claims for the appropriate consumer segment (whether prevention or promotion foci) to effectively implement campaigns and programs.

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