Motives underlying food choice: dentists, porters and dietary health promotion.
OBJECTIVE
Differences in dental decay and disease amongst socioeconomic groups are thought to derive, in part, from variations in dietary practices and differences in education. The aim of this exploratory study was to examine whether differences in motivating factors affecting food choice could be found in a comparison of two groups at very different ends of the social spectrum: dentists and porters/cleaners.


METHODS
A convenience sample of 100 people (51 porters/cleaners and 49 dentists) working in the dental school at a university in the North West of England were approached to interview face-to-face and complete the Food Choice Questionnaire (FCQ), a previously validated measure designed to assess nine main factors relevant to peoples' food choices. A sample size of 100 was chosen because it was adequate to test validity (using a two-group Chi-square test with a 0.050 two sided significance).


RESULTS
Findings were analysed using independent sample t-test and multiple linear regression. Results indicated significant differences between porters/cleaners and dentists in terms of their motives for food choice on six of the nine FCQ factors. These included convenience (p < 0.001), natural content (p < 0.05), price (p < 0.005), familiarity (p < .0001), mood (p < 0.03) and ethical concern (p < 0.01). Porters/cleaners tended to rate the factors covenience, price, mood and familiarity more highly, whereas dentists did the same for natural content and ethical concern.


CONCLUSIONS
Awareness of the differences in motivational factors affecting food choice between different social groups is important to dental practitioners who are being taught to play an increasing role in health promotion. If dental practitioners are to partake meaningfully in such a role, it is necessary for them to be aware not only of their own motives in food selection, but also of the way in which those motives may differ from those of their clients.
Crossley
M L
ML
Turner Dental School, University of Manchester.
Khan
S N
SN
D000328:Adult; D016009:Chi-Square Distribution; D002755:Choice Behavior; D003815:Dentists / Q000523:psychology* / Q000706:statistics & numerical data; D004034:Diet Surveys; D004739:England; D005260:Female; D005518:Food Preferences / Q000523:psychology*; D006293:Health Promotion; D006796:Household Work; D006801:Humans; D016014:Linear Models; D008297:Male; D008875:Middle Aged; D009042:Motivation; D052756:Nutritional Sciences / Q000193:education; D010865:Pilot Projects; D012923:Social Class; D011795:Surveys and Questionnaires