A Study on the Effect of Self-Control on Indulgent Food Choice: Focusing on the Moderating Role of the Need to Belong in a Social Dining Context

Abstract

The purpose of this study is to investigate (1) the effect of self-control on indulgent food choice and (2) the moderating role of the need to belong on the relationship between self-control and indulgent food choice in a social dining context. The results reveal that people with high self-control are more likely to choose healthy (vs. unhealthy) food when eating alone (Study1). However, high self-control people with high (vs. low) need to belong are, ironically, more likely to make indulgent food choices in a social dining context where their dining companion has chosen unhealthy food. In contrast, people with low self-control are more likely to choose unhealthy food regardless of their need to belong (Study 2). The influence of the need to belong on indulgent choices in a social dining context is stronger for those with high levels of self-control. This research provides theoretical and managerial implications for consumers and marketers to develop strategies to promote healthier food choices.