The effect of visualizing healthy eaters and mortality reminders on nutritious grocery purchases: an integrative terror management and prototype willingness analysis.

Abstract

To use insights from an integration of the terror management health model and the prototype willingness model to inform and improve nutrition-related behavior using an ecologically valid outcome. Prior to shopping, grocery shoppers were exposed to a reminder of mortality (or pain) and then visualized a healthy (vs. neutral) prototype. Receipts were collected postshopping and food items purchased were coded using a nutrition database. Compared with those in the control conditions, participants who received the mortality reminder and who were led to visualize a healthy eater prototype purchased more nutritious foods. The integration of the terror management health model and the prototype willingness model has the potential for both basic and applied advances and offers a generative ground for future research.