Abstract
We examine the effectiveness of specific nudges in the choice environment to foster healthy choice and consumption among consumers with fast vs. slow life history strategies (LHS)––short-term, impulsive, reward-sensitive (fast) vs. long-term, reflective, controlled (slow) foci––associated with low and high socio-economic status (SES), respectively. The results of two experiments, conducted in a field and an online setting, show that consumers with a fast, rather than slow, life-history strategy are more susceptible to scarcity cues, boosting choice and actual consumption of healthy foods when these cues are associated with the healthy option. Conversely, for slow LHS consumers, the evidence suggests that scarcity cues are less influential, and instead abundance cues tend to foster healthy choice. Finally, in line with the LHS logic, acute food craving mediates the impact of scarcity vs. abundance cues for fast, but not slow, strategists, while perceptions of socially validated trust in the food source fulfill this role for slow, but not fast, strategists.
Highlights
How to curb the obesity epidemic? According to the World Health Organization (WHO, 2018), obesity rates have grown dramatically over the last few decades
To flesh out the conditional indirect effect for fast vs. slow life history strategies (LHS) consumers for each mediator, the analyses showed that the indirect effect of scarcity vs. abundance on buying intentions via food craving was significant for fast LHS consumers, for whom the 95% CI surrounding the indirect effect excluded zero (B = −0.51, SE = 0.21, 95% CI: [−0.94, −0.12]), but not for their slow LHS counterparts (B = 0.06, SE = 0.17, 95% CI: [−0.27, 0.41])
The present paper explored the potential of Life History Theory (Kaplan & Gangestad, 2005) to curb the obesity epidemic (World Health Organization, 2018)
Summary
How to curb the obesity epidemic? According to the World Health Organization (WHO, 2018), obesity rates have grown dramatically over the last few decades. Rising obesity rates are no longer limited to adults, but extend to children of ever younger ages (e.g., Nobari, Whaley, Prelip, Crespi, & Wang, 2018; Skinner, Ravanbakht, & Skelton, 2018). These issues make obesity one of the more pressing public health challenges facing the globe (WHO, 2018). This is a particular disturbing aspect of the epidemic, given that these groups are already disadvantaged and challenged in many spheres of life (e.g., Callan, Ellard, Will Shead, & Hodgins, 2008; Dennison, 2016; Walker & Mann, 1987)
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