“I feel the weight of expectations”: how emotions and social norms shape news choices about superfood diets

Abstract

Focusing on “super diets” and different approaches to integrate superfoods in one’s diet (i.e., small- vs. large-change approaches), this study examines the drivers behind healthy eating information management (both seeking and avoidance). We combine self-reported data (N = 359) about the individual’s affective states (positive (PA), negative (NA), and mixed (MA)) and the perceived informational subjective norms (ISN) with unobtrusively measured news selectivity. The data was analyzed using zero-inflated negative binomial (ZINB) regression models, which simultaneously accounted for the seeking and avoiding healthy eating news. Findings revealed that the seeking behavior could neither be explained by the individual’s affective state (negative or mixed), informational subjective norms, nor by their interaction. However, contrary to our predictions, positive affect was not associated with avoiding news about healthy eating. Regarding specific content features, informational subjective norms were the only significant predictor of seeking news featuring large-change approaches to one’s diet. While individuals in negative affective states were likely to spend less time on news featuring a small-change approach, individuals with mixed affects were likely to spend more time on news featuring such an approach. The interaction between mixed affect and negative affect with informational subjective norms reversed this relationship. Theoretical and practical implications are discussed.