title: Regulatory focus, self-efficacy and outcome expectations as drivers of motivation to consume healthy food products.
abstract: In this paper we apply the principle of Regulatory Focus Theory to investigate the interaction between self-efficacy and outcome expectations on individuals' intentions to adopt health behaviors. The participants, 959 individuals (Survey 1) and 2400 individuals (Survey 2), reported self-efficacy beliefs and outcome expectations with regard to the consumption of omega-3 supplements and omega-3-enriched food products. We found that the relationship prevention outcome expectations-intention was significantly attenuated at low levels of self-efficacy and strengthened at high levels of self-efficacy, respectively; whereas, the relationship promotion outcome expectations-intention was unaffected by the perceived levels of self-efficacy. The implications suggest that consumers' motivation to adopt healthy food products, such as omega-3 supplements and omega-3 enriched products, should be encouraged by stimulating promotion outcome expectations. However, when a prevention frame is used, the individuals' motivation should be significantly enhanced by self-efficacy beliefs.
authors.affiliation: Department of Business Administration, MAPP, Aarhus University, Business and Social Sciences, Haslegaardsvej 10, 8210 Aarhus V, Denmark. anat@asb.dk
authors.forename: Ana Alina
authors.initials: AA
authors.lastname: Tudoran
authors.forename: Joachim
authors.initials: J
authors.lastname: Scholderer
authors.forename: Karen
authors.initials: K
authors.lastname: Brunsø
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D003430:Cross-Sectional Studies; D003718:Denmark; D019587:Dietary Supplements; D015525:Fatty Acids, Omega-3 / Q000008:administration & dosage; D005260:Female; D058870:Food, Organic; D005602:France; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D033182:Intention; D008297:Male; D008875:Middle Aged; D009042:Motivation; D015999:Multivariate Analysis; D011044:Poland; D012044:Regression Analysis; D020377:Self Efficacy; D013030:Spain; D011795:Surveys and Questionnaires; D055815:Young Adult
chemical_list: D015525:Fatty Acids, Omega-3