Food Involvement Scale Research Articles

On being a foodie: Food literacy, involvement, and disgust

Foodies, despite representing a significant and important consumer segment globally, are not well characterized in the scholarly literature. In this study we examine the association between foodiness and food literacy, involvement, and disgust; factors known to mediate several dimensions of food behaviour. A sample of 617 Canadian youth (18–25 yrs.) completed a 25-item food literacy scale, the 8-item Food Disgust Scale (English version), and the Food Involvement Scale. Foodiness and foodie status (foodie or non-foodie) were determined using the modified Foodie Index. Results show that foodies (n = 204) are more food literate overall than non-foodies (n = 203) (Kruskal-Wallis H test), and score higher across all five subscales. They also have a higher level of general education attainment (Chi-square test). Unexpectedly, foodies also display higher food disgust than non-foodies (Kruskal-Wallis H test). We also show that the foodie construct is more complex than and qualitatively distinct from food involvement. Our findings should assist food marketers and retailers in market segmentation initiatives, and in aligning their products and services with the features and needs of those segments. Additionally, we discuss implications for education and policy strategies aimed at improving food literacy, and identify future research needs.

Food Involvement, Sustainable Practices, and Travel Intent: Moral Tensions?

Considerable work has identified the characteristics and travel preferences of foodies. Many food tourists are seduced by high end indulgent activities, not necessarily aligned with sustainability objectives. In this article we ask: Are food tourists' involvement levels and travel choices in accordance with sustainability objectives? In so doing we explore moral tensions. Using Swedish survey data incorporating a food involvement scale we capture domestic sustainability sensibilities and infer food involvement and travel intention implications. Results show a) strong linkages between domestic sustainability food practices and involvement and b) that those seeking novel and new food experiences are likely to travel. On the other hand, foodies that practice sustainability in their domestic life are less inclined to travel. Inherent to these findings is an identity tension between the hedonic epicure and the sustainable food-wise foodie. Theoretically, this suggests sustainability, in parallel with hedonism, is a sensitizing driver of involvement. Practically, the implications are that destinations post-COVID-19 will have to work harder on image enhancement campaigns targeting sustainably sensitive food tourists.

Development and validation of the Psychological Food Involvement Scale (PFIS)

Food Involvement reflects the bond between consumer and food, and serves as a means of expression, identity and social recognition. Yet no existing scales are able to assess the complex psychological nature of Food Involvement. To fill this gap, this study developed and validated a Psychological Food Involvement Scale (PFIS). Data were collected by an online self-report questionnaire, involving 476 Italians aged 20–72 years (M = 48.13, SD = 13.18). The structure and psychometric properties of PFIS were examined through an exploratory and a confirmatory factor analysis, and construct validity was assessed by correlating it with Food Involvement Scale, Food Variety Seeking Scale and the General Health Interest Scale. As a behavioural indicator of validity, food and drink consumption was assessed using the Dietary Habits and Nutrition Beliefs Questionnaire. Factor analysis indicated that the PFIS comprised 19 items grouped in four stable dimensions: Emotional Balance; Self-Realization; Social Affirmation; Social Bonding. People more psychologically involved in food were more interested in healthy eating and more likely to vary their diet. The PFIS discriminated between dietary patterns. Higher PFIS scores were associated with frequent consumption of meat/fish and wholegrains/legumes. Frequent intake of meat/fish and snacks was associated with Social Bonding and meat/fish with Emotional Balance. The PFIS also explained consumption of vegetable drinks and lactose-free milk indicating the symbolic value ascribed to them related to self-expression, acceptance by others, and emotions. This implies potential for the PFIS for use in research to understand food choice and promote healthy eating.

Food Involvement, Food Choices, and Bioactive Compounds Consumption Correlation during COVID-19 Pandemic: How Food Engagement Influences Consumers' Food Habits.

The containment measures due to the COVID-19 pandemic affected food-related activities, influencing dietary behavior, food habits, and dietary choices. This study aimed to compare the relationship between food involvement and dietary choices before and during the pandemic, investigating the role played by food in dietary habits. Responses given by 2773 Italian consumers to an online survey were studied through the Food Involvement Scale (FIS) and correlated to eating habits. FIS scores were then used to explain the importance given to food in circumstances related to well-being, health, and protection against COVID-19 and used to study the relationship between FIS and bioactive compound knowledge, use, and efficacy against COVID-19. The consumers more involved in food issues recognized the importance of food in circumstances related to well-being, health, and protection against COVID-19 and improved their diet during the pandemic. Moreover, consumers who gave more importance to food also revealed higher attention to the use of healthy substances, such as bioactive compounds, considering them effective against COVID-19. These results showed that food experiencing and involvement could be important elements to promote healthy dietary habits that are essential to maintain physical and mental health during emergency periods such as the COVID-19 pandemic.

Food Involvement, Eating Restrictions and Dietary Patterns in Polish Adults: Expected Effects of Their Relationships (LifeStyle Study).

Understanding the factors that coexist with healthy and unhealthy eating behaviors is prevalent and important for public health. The aim of this study was to investigate the associations between food involvement, eating restrictions, and dietary patterns in a representative sample of Polish adults. The study was conducted among a group of 1007 adults. Questions with the answers yes or no were used to obtain the data regarding eating restrictions. Data relating to food involvement were obtained with the Food Involvement Scale (FIS). Questions from the Beliefs and Eating Habits questionnaire were used to measure the frequency of consumption of different food groups. Five dietary patterns (DPs) were derived using principal component analysis (PCA), i.e., ‘Fruit and vegetables’, ‘Wholemeal food’, ‘Fast foods and sweets’, ‘Fruit and vegetable juices’ and “Meat and meat products’. In each of the DPs, three groups of participants were identified based on tertile distribution with the upper tertile denoting the most frequent consumption. Nearly two-thirds of the study sample declared some restrictions in food consumption. The probability of implementing restrictions in consumption of foods high in sugar, fat and high-fat foods increased in the upper tertile of ‘Fruit and vegetables’ and ‘Wholemeal’ DPs. Moreover, the probability of implementing restrictions in consumption of meat and high-starch products increased in ‘Wholemeal’ DP. The probability of using eating restrictions decreased in the upper tertile of ‘Fast foods and sweets’ and Meat and meat products’ DPs. In conclusion, individuals characterized by high food involvement were more inclined to use eating restrictions than individuals with lower food involvement. Their DPs were also healthier compared to those of individuals manifesting low food involvement. Therefore, promoting personal commitment to learning about and experiencing food may be an effective way of inducing a change of eating habits, and therefore a healthier diet.

Maternal well-being, food involvement and quality of diet: Profiles of single mother-adolescent dyads

We sought to identify profiles of single-mother families according to the quality of family members' diets. A total of 170 single-mother-adolescent-children dyads participated in the study, the Adapted Healthy Eating Index (AHEI), Satisfaction with Life Scale (SWLS), Satisfaction with Food-related Life (SWFL) scale and Food Involvement Scale (FIS) were used. Cluster analysis identified three family profiles with significant differences in the average scores of the AHEI family members: “unhealthy diet families” (48.8%), “families of mothers with unhealthy diets and children with healthier diets” (17.6%) and “healthier diet families” (33.5%). Profiles differed in average AHEI scores of mothers and children, frequency of consumption of different foods included in the AHEI, both family members' variety of diet scores, the mothers' mean scores from the SWLS and the mean scores from the “importance of food” factor of the FIS. These findings suggest the need to apply intervention strategies to improve the quality of the diet by family profile and by family member. Special emphasis should be placed on increasing the levels of food involvement and life satisfaction of the mothers.

Model construction of engagement and outcomes in consumers food life

PurposeThe purpose of this paper is to determine the impact of food-related lifestyle (FRL) and food-related personality traits (FRPTs) on customer satisfaction and loyalty so that sufficient evidence for forming a new pattern of predictors of customer satisfaction and loyalty can be explored.Design/methodology/approachThe research method in this study was the descriptive type and was based on the goal of the applied research methods. Data were collected from 384 sample group consumers of chain stores in the city of Tehran. The hypothesized relationships were tested using structural equation modeling (SEM).FindingsFinal results of study showed the significant effects of FRL and FRPT on satisfaction and loyalty of consumers. This indicates that aforementioned variables can create customer satisfaction and loyalty toward food. The research conceptual model was confirmed with goodness of fit.Research limitations/implicationsFirst, the sample consisted of customers who use a wide range of food despite diverse motives and interests. While knowing that costumers’ specific traits about food would have provided a more detailed and comprehensive understanding, conducting research in a set of general food consumer without considering special foods category could be a limitation. Second, and more importantly, since the customer behavior in consumption choices is an unconscious and cognitive process, other factors and domain that are linked to customer satisfaction and loyalty would have been missed.Practical implicationsThis study shows that understanding the behavioral aspects of food consumption can help food producing companies to adjust their production and specially to foresee changes. Marketers are advised to investigate customer traits to promote customer satisfaction and loyalty effectively. This paper contributes to the body of knowledge in food marketing.Originality/valueThe present study offers a unique and valuable insight into a customer’s behavior and deepens customer satisfaction and loyalty by incorporating FRL, food neophobia scale and food involvement scale as independent variables to contribute knowledge in the context of food marketing, and throws some light upon the predictive power of mentioned variables on customer behaviors.

Label reading, numeracy and food & nutrition involvement

The purpose of this study was to investigate objective performance on a nutrition label comprehension task, and the influence of numeracy and food-related involvement on this performance level. A pilot study (n = 45) was run to prepare the scales in French. For the main study (n = 101), participants provided demographic information and answered the nutrition label survey, the short numeracy scale and two different food-related involvement scales (i.e. the food involvement scale and the nutrition involvement scale). Both studies were conducted online, and consent was obtained from all participants. Participants answered correctly only two-thirds of the nutrition label task items. Numeracy and food involvement scores were positively correlated with performance on this task. Finally, food involvement interacted with numeracy. Specifically, people scoring low in numeracy performed generally more poorly on the task, but if they had high food involvement scores, their performance increased. This suggests that high food-related motivation may compensate for poor numeracy skills when dealing with nutrition labels.

Comparison of food involvement scale (FIS) and use intention for block type sauce between US and Japanese consumers

Comparison of food involvement scale (FIS) and use intention for block type sauce between US and Japanese consumers

Development of the Cooking and Food Provisioning Action Scale (CAFPAS): A new measurement tool for individual cooking practice

Researchers studying consumer food-behaviors, like cooking, in everyday life require better tools for assessment of food-related abilities. This study presents a measurement tool for assessing cooking and food-preparation practices: the Cooking and Food Provisioning Action Scale (CAFPAS). The CAFPAS is based on the “Food Agency” framework for understanding cooking behavior as sociological “agency” that emerges from the interaction individual abilities and skills and social structure (see Trubek, Carabello, Morgan, & Lahne, 2017; Wolfson et al., 2017). Thus, the scale seeks to measure the degree to which individuals are able to set and achieve cooking and provisioning goals. Potential scale items were generated and screened by experts (N=7). The resulting 70 items, with demographic and validation items, were administered to a development sample of US adults through email listservs (N=445) and administered to an independent validation sample of US adults through Amazon Mechanical Turk (N=498) and both Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) were used to evaluate structural stability and generalizability. Composite scale scores were regressed against indicator variables – including the Food Involvement Scale (FIS) and self-reported meals cooked at home – to assess construct validity. Close model fit was achieved using 28 items on three subscales: Food Self-Efficacy, which comprises self-perceptions of cooking and provisioning abilities; Food Attitude, which comprises attitudes towards food and cooking; and Structure, the influence of non-food barriers on provisioning. The model was generalizable up to partial-scalar invariance across samples. In linear regression, CAFPAS scores significantly predicted reported meals cooked per week (+1 meal/week per unit increase in CAFPAS). Thus, the CAFPAS is a structurally valid tool, based in a novel paradigm, for evaluating cooking and food-preparation abilities.

Factors related to food involvement in the adult population

ABSTRACT Objective This study aimed to investigate aspects associated with food involvement and to ascertain whether individuals with higher food involvement consume larger amounts of fruits and vegetables. Methods This cross-sectional, analytical study was conducted with 301 adults (19-59 years old) from the Federal District, Brazil. Sample size calculation was based on numbers from the Brazilian Demographic Census and on consumption data for fruits and vegetables obtained from the Surveillance of Risk and Protective Factors for Chronic Diseases by Telephone Interviews survey. Data were collected in October of 2012. The questionnaire comprised 28 questions and included socio-demographic variables, reported fruit and vegetable consumption, and an adapted food involvement scale. Data were analyzed using Statistical Package for the Social Sciences software. Descriptive and comparative analyses were performed to determine population characteristics . Results Women and older individuals displayed a higher degree of food involvement than did men and younger individuals ( p <0.001). Among the factors included in food involvement, the highest influence was attributed to satisfaction in preparing food (cooking), pre-preparation of food, and pleasure in cooking for other people ( p <0.001). Conclusion The results presented here suggest that food involvement can be stimulated through innovative strategies of communication that go beyond the biological arguments and focus on the cultural expression of the elements of socialization, whose relationship with eating is well established.

Preschool Children's Food Involvement is Related to Fruit and Vegetable Intake

ObjectiveThe majority of American children fall far short of meeting national nutrition recommendations for fruit and vegetable consumption. Participation in home meal preparation has been associated with stronger preferences for fruits and vegetables and improved diet quality in school‐aged children, but this association has never been examined in younger children. This study investigated the association between involvement in food preparation and planning and fruit and vegetable intake in preschool‐aged children.MethodParents of preschool‐aged children (n = 479) participating in the Synergistic Theory and Research on Obesity and Nutrition Group (STRONG) Kids Study filled out the Comprehensive Feeding Practices Questionnaire (CFPQ) and a Children's Nutrition Behavior Questionnaire based on the Early Childhood Longitudinal Survey, Kindergarten Class (ECLS‐K) interview protocol. The food involvement scale of the CFPQ was calculated (range 0–5), quantifying how much parents encourage children to be involved in meal planning and preparation. Data from the ECLS‐K Children's Nutrition Behavior Questionnaire were transformed to represent the reported number of servings of vegetables and fresh fruit eaten per day by children in the study.ResultsParticipants ate an average of 1.68 servings (SD = .91) of fresh fruit and 1.40 servings (SD = .82) of vegetables per day. Analyses investigated the relationship between food involvement (as measured by the CFPQ, M = 2.92, SD = .95) and fruit and vegetable intake (as measured by the ECLS‐K Children's Nutrition Behavior Questionnaire). Food involvement was strongly correlated with children's vegetable consumption (r(479) = .155, p = .001)) and fresh fruit consumption (r(479) = .141, p = .002)). Fresh fruit intake and vegetable intake were also strongly correlated, r(479) = .376, p < .001.ConclusionsIncreased child participation and involvement with food is positively associated with fruit and vegetable intake among preschool aged children. Future investigations should examine the relationship between food involvement and diet quality over time in attempts to determine the causal direction of this relationship. Research efforts going forward should also investigate the predictors and facilitators of food involvement to identify potential areas for future outreach and intervention efforts.Support or Funding InformationThis research was funded, in part, by grants from the Illinois Council for Agriculture Research to Kristen Harrison (PI) and the University of Illinois Health and Wellness Initiative to Barbara Fiese and Sharon Donovan and United States Department of Agriculture (Hatch 793–328) to Barbara Fiese (PI). The STRONG Kids Team includes Kristen Harrison, Kelly Bost, Brent McBride, Sharon Donovan, Diana Grigsby‐Toussaint, Juhee Kim, Janet Liechty, Angela Wiley, Margarita Teran‐Garcia and Barbara Fiese.Jessica Jarick was supported by the Agriculture and Food Research Initiative of the USDA National Institute of Food and Agriculture under the Illinois Transdisciplinary Obesity Prevention Program grant (2011‐67001‐30101) to the Division of Nutritional Sciences at the University of Illinois. Correlations between food involvement and fresh fruit and vegetable intake. Food Involvement Fresh Fruit Intake Vegetable Intake Food Involvement .141** .155** Fresh Fruit Intake .376*** Vegetable Intake p < .05, p < .01, p < .001

Perception of chemesthetic stimuli in groups who differ by food involvement and culinary experience

In the English language, there is generally a limited lexicon when referring to the sensations elicited by chemesthetic stimuli like capsaicin, allyl isothiocyanate, and eugenol, the orally irritating compounds found in chiles, wasabi, and cloves, respectively. Elsewhere, experts and novices have been shown to use language differently, with experts using more precise language. Here, we compare perceptual maps and word usage across three cohorts: experts with formal culinary education, naïve individuals with high Food Involvement Scale (FIS) scores, and naïve individuals with low FIS scores. We hypothesized that increased experience with foods, whether through informal experiential learning or formal culinary education, would have a significant influence on the perceptual maps generated from a sorting task conducted with chemesthetic stimuli, as well as on language use in a descriptive follow-up task to this sorting task. The low- and highFIS non-expert cohorts generated significantly similar maps, though in other respects the highFIS cohort was intermediate between the lowFIS and expert cohorts. The highFIS and expert cohorts generated more attributes but used language more idiosyncratically than the lowFIS group. Overall, the results from the expert group with formal culinary education differed from the two naïve cohorts both in the perceptual map generated using MDS as well as the mean number of attributes generated. Present data suggest that both formal education and informal experiential learning result in lexical development, but the level and type of learning can have a significant influence on language use and the approach to a sorting task.

Correlates of food choice in unemployed young people: The role of demographic factors, self-efficacy, food involvement, food poverty and physical activity

Associations between socio-demographic and psychological factors and food choice patterns were explored in unemployed young people who constitute a vulnerable group at risk of poor dietary health. Volunteers (N=168), male (n=97) and female (n=71), aged 15–25years were recruited through United Kingdom (UK) community-based organisations serving young people not in education training or employment (NEET). Survey questionnaire enquired on food poverty, physical activity and measured responses to the Food Involvement Scale (FIS), Food Self-Efficacy Scale (FSS) and a 19-item Food Frequency Questionnaire (FFQ). A path analysis was undertaken to explore associations between age, gender, food poverty, age at leaving school, food self-efficacy (FS-E), food involvement (FI) (kitchen; uninvolved; enjoyment), physical activity and the four food choice patterns (junk food; healthy; fast food; high fat). FS-E was strong in the model and increased with age. FS-E was positively associated with more frequent choice of healthy food and less frequent junk or high fat food (having controlled for age, gender and age at leaving school). FI (kitchen and enjoyment) increased with age. Higher FI (kitchen) was associated with less frequent junk food and fast food choice. Being uninvolved with food was associated with more frequent fast food choice. Those who left school after the age of 16years reported more frequent physical activity. Of the indirect effects, younger individuals had lower FI (kitchen) which led to frequent junk and fast food choice. Females who were older had higher FI (enjoyment) which led to less frequent fast food choice. Those who had left school before the age of 16 had low food involvement (uninvolved) which led to frequent junk food choice. Multiple indices implied that data were a good fit to the model which indicated a need to enhance food self-efficacy and encourage food involvement in order to improve dietary health among these disadvantaged young people.

The association of mavenism and pleasure with food involvement in older adults.

BackgroundFood involvement is concerned with the involvement people have in the preparation and consumption of food. Little is known about older people’s food involvement or about the factors which may influence it. Therefore the main aim of this study was to examine food involvement and its associations among older Australians.MethodsAn Internet-based nationwide survey of 1,041 people aged 55 years and over (M = 66 years, SD 6.99) was conducted in 2012. Quota sampling was used to ensure that the age, gender and state of residence of the respondents were representative of the Australian population aged over 55 years. Bell and Marshall’s Food Involvement Scale was administered, along with questions pertaining to socio-demographic, social and hedonic factors.ResultsOverall predictor variables explained 45% (p = <0.0001) of variance in food involvement. Food mavenism and pleasure motivation for food were the factors most strongly associated with food involvement (β = .36; 95% CI .46, .61; p = < 0.0001 and β = .31; 95% CI .78, 1.08; p = < 0.0001, respectively). The predictive ability of demographic factors was reasonably poor.ConclusionsFood mavenism and pleasure motivation are stronger predictors of Food Involvement than demographic factors. This suggests communication and health promotion opportunities among older people.

Consumer sensory perception of cheese depends on context: A study using comment analysis and linear mixed models

This study examines the effects of information and personal context on consumers’ hedonic liking and sensory description of Vermont artisan cheeses. Four representative Vermont cheeses (unripened goat’s cheese, bloomy-rind, cheddar, and blue) were presented to 182 different consumers in 2 different information conditions: socially and contextually relevant production information (informed) or generic information about the cheese category from dairy science manuals (blind). Consumers reported their liking using a hedonic line scale and, subsequently, provided free-text comments describing what they liked or disliked about the cheeses. Consumers also reported their familiarity with each cheese and completed the food involvement scale (FIS). Hedonic liking was modeled as a function of cheese type, information condition, familiarity, and FIS score using linear mixed-effect modeling; positive and negative consumer comments were tabulated using textual analysis and descriptive maps were generated using correspondence analysis (CA). The linear mixed-effect models demonstrated that consumer liking was significantly affected by cheese type, information, familiarity, and the consumer’s FIS score. Analysis of consumer comments by CA produced empirically sensible, consumer-derived sensory profiles of each cheese; in addition, stable and significant sensory differences were found between sensory descriptions in the informed and blind conditions. Thus, this research demonstrates that information and extrinsic consumer attributes are important for understanding both consumer liking and consumer sensory perception. In addition, textual analysis by CA of free-text consumer comments is presented as an expeditious method for producing sensory profiles, and the advantages of this method are discussed.

Expenditures, Motivations, and Food Involvement Among Food Festival Visitors: The Hefei, China, Crawfish Festival

Given the increasing socio-economic significance of food festivals, this study examines the characteristics of visitors to the Hefei Crawfish Festival in Hefei city, Anhui province, China, along with the determinants of their festival expenditure. Specifically, the study examines correlations among festival spending patterns and the visitors’ event-related motivations, food-related motivations, and food involvement levels. Using a Tobit model, the research suggests overall that visitors’ total or food-related expenditures at the festival were not associated with their overall scores on event-related or food-related festival motivations, and visitors’ spending during the festival had negative correlations with their overall food involvement scale scores.

Food Enthusiasts and Tourism

Involvement is a much theorized construct in the consumer behavior literature, yet extant food involvement scales have not been developed for leisure- or tourism-based contexts. Adopting a phenomenological approach, this article reports a study with two primary aims: to develop a customized food involvement scale and to administer the instrument to a sample of self-declared “food enthusiasts” with analysis focusing on identifying the underlying constructs of food involvement. An exploratory factor analysis finds four dimensions of food involvement: Food-Related Identity, Food Quality, Social Bonding, and Food Consciousness. The four dimensions are validated by discriminant analysis between the food enthusiast sample and a general population sample and logistic regression reveals that identity is the most powerful predictor of being a food enthusiast. We demonstrate the utility of the four factors by operationalizing them as variables in tests of difference vis-à-vis demographic variables and conclude the study by summarizing the theoretical and tourism destination implications. This research addresses a need for theory-driven knowledge to inform the burgeoning special interest tourism of food tourism.

Women of lower educational attainment have lower food involvement and eat less fruit and vegetables

Women who leave school with few or no educational qualifications are less likely to have diets that meet current recommendations than women who attain more qualifications at school. We hypothesise that lower ‘food involvement’, meaning that food has a lower level of importance in their lives, explains the poorer quality diets of women of lower educational attainment. We administered Bell and Marshall [(2003). The construct of food involvement in behavioral research: Scale development and validation. Appetite, 40, 235–244.] Food Involvement scale to 242 women of varied educational attainment, of whom 127 were also asked how often they ate fruit and vegetables. Women's food involvement decreased with decreasing educational attainment. Forty-two percent of women who had no educational qualifications were in the lowest quarter of the food involvement score, compared with 12% of women with degrees. Women with lower scores on the food involvement scale also reported eating fruit and vegetables less often. The odds of eating fewer fruit and vegetables rose with lower educational attainment and with lower food involvement scores, suggesting that each has an independent effect. We have shown that the Food Involvement scale discriminates between women, is associated with other characteristics and predicts dietary quality. We now plan to use it in a larger, representative population of women of lower educational attainment to examine its role along with other psychological variables in determining dietary quality.

Food-related personality traits, food choice motives and food intake: Mediator and moderator relationships

We investigated the relationship between food-related personality traits, specific food choice motives and food intake. Typically, it is assumed that motives mediate the effect of traits on food intake. Motives may also have different effects on food intake, depending on trait level (moderation). Undergraduate students ( N = 324) completed the Food Involvement Scale and the Food Neophobia Scale measuring traits, and the Food Choice Questionnaire measuring specific motives. Daily food intake was assessed with a food frequency questionnaire two weeks later. General dietary healthfulness was based on its concordance with official recommendations. Regression analyses tested mediator and moderator relationships for each trait separately. The results partially support the mediation hypothesis: motives, such as Sensory Appeal and Health, mediated the effect of food involvement on intake of specific food categories. In addition, the relation of motives with both food intake and dietary healthfulness appeared to vary with level of food involvement or food neophobia (moderation). Implications to promote eating healthy food are discussed.