title: Eat fit. Get big? How fitness cues influence food consumption volumes.
abstract: Fitness cues on food packages are a common marketing practice in the food sector. This study aims to find out whether and how fitness cues influence food consumption. The results of two field studies show that, even though eating fitness-cued food does not help consumers become more fit, the claims on the packaging increase both serving size and actual food consumption. This effect is mediated by serving size inferences. Also, consumers feel less guilty and perceive themselves closer to desired fitness levels after having consumed the food. The findings show that packaging cues relating to energy expenditure can increase energy intake despite the fact that consumers are not engaged in any actual physical activity while eating the food.
authors: Technische Universität München, Department of Sport & Health Management, Uptown Munich Campus D, Georg-Brauchle-Ring 60/62, 80992 Munich, Germany. joerg.koenigstorfer@tum.de
authors: Joerg
authors: J
authors: Koenigstorfer
authors: Andrea
authors: A
authors: Groeppel-Klein
authors: Myriam
authors: M
authors: Kettenbaum
authors: Kristina
authors: K
authors: Klicker
mesh_terms: D000293:Adolescent; D000328:Adult; D003463:Cues; D004032:Diet / Q000523:psychology; D002149:Energy Intake; D004734:Energy Metabolism; D005260:Female; D005515:Food Labeling; D005518:Food Preferences / Q000523:psychology*; D006167:Guilt; D015438:Health Behavior; D006801:Humans; D008297:Male; D040541:Marketing; D008875:Middle Aged; D010465:Perception; D010809:Physical Fitness; D055815:Young Adult