Abstract

Is it Fun or Exercise? The Framing of Physical Activity Biases Subsequent Snacking

Highlights

  • Do consumers eat more when they exercise more? If so, the implications could ripple through the multi-billion dollar fitness and food industries and have implications for both consumers and health-care providers

  • When applied to the relationship between physical activity and food consumption, these findings suggest that compensation after exercising should be directed mainly towards hedonic foods in comparison to utilitarian foods

  • Our results showed that the mechanism explaining these effects is the positive mood induced by the fun framing of the physical activity

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Summary

Introduction

Do consumers eat more when they exercise more? If so, the implications could ripple through the multi-billion dollar fitness and food industries and have implications for both consumers and health-care providers. To understand how to attenuate this compensation, we examined how changing perceptions of physical activity through framing can impact subsequent food consumption. The existence of such a potential compensation between two key recommendations for obesity prevention raises the question of how to correct it. Our studies examine whether framing physical activity as fun can alter these compensation effects. This suggests a boundary condition of licensing effects: reducing the perceived effort (but not the real effort) in an exertion activity may change its effect on subsequent actions. This may suggest that weight gain due to compensation for physical activity is at least partly attributable to excessive consumption of hedonic foods that are often more caloric than utilitarian foods

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