Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Effect of Cognitive Dieting Behavior on Consumers' Food Perceptions, Emotional Responses, and Value Conflict in Restaurants

  • Kim, Min Jung (School of Ecological Environment & Ecotourism, Kyungpook National University) ;
  • Kim, Dong-Jin (Dept. of Food Service Industry, Yeungnam University)
  • Received : 2017.09.13
  • Accepted : 2017.09.26
  • Published : 2017.09.30
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Abstract

This study was intended to examine the influence of health consciousness on health/taste inferences, affect-based inferences, and perceived conflict between taste and health in food decision making. Seven hundred and fifty-four participants completed the survey. Structural equation modeling with a maximum likelihood method was used to test the relationships among constructs, following the two-step approach. The results of this study showed that more health-conscious consumers have a higher perceived healthfulness of food items but lower anticipated taste. In addition, this study also found consumers' cognitive responses influenced affective responses. Results suggested that when restaurants promote menu items as both healthy and tasty, consumers' positive hedonic emotions (such as pleasure) increased and negative self-conscious emotions (such as guilt) decreased, and consumers' efforts to balance health and taste were supported. At last, the implications both for academia and marketing were also established and discussed.

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References

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