Food compensation: do exercise ads change food intake?

International Journal of Behavioral Nutrition and Physical Activity

Research

Mitsuru Shimizu¹  Brian Wansink¹  Ellen van Kleef² 

[1] Food and Brand Lab, Cornell University, 110 Warren Hall, 14853, Ithaca, NY, USA;Marketing and Consumer Behaviour Group, Wageningen University, Hollandseweg 1, 6706, Wageningen, KN, the Netherlands;

关键词: Physical Activity;    Caloric Intake;    Exercise Habit;    Dietary Restraint;    Commercial Condition;   

DOI  :  10.1186/1479-5868-8-6

 received in 2010-05-13, accepted in 2011-01-28,  发布年份 2011

来源: Springer

【 摘 要 】

BackgroundPast research has shown that promotional messages such as food advertising influence food consumption. However, what has gone largely unexplored is the effect of exercise advertising on food intake. This study experimentally tested the effects of exposure to exercise commercials on food intake at a lunch meal as compared to the effects of control commercials.MethodsPrior to eating lunch, 125 participants (71 women, 54 men) watched 8 commercials, either all related to exercise or fitness (n = 67) or neutral products (i.e. car insurance) (n = 58). The meal consisted of a pasta dish with tomato sauce, salad and chocolate pudding. The post-lunch questionnaire included questions about body mass index, exercise habits, motivation and dietary restraint.ResultsParticipants exposed to exercise commercials reduced their caloric intake by 21.7% relative to the control condition. Additionally, watching exercise messages increased the perceived healthiness and liking of the meal. Although exercise habits and intentions did not moderate the effect of commercial condition on food intake, we also found that this intake reduction was driven by participants with higher body mass index levels.ConclusionsThese results imply that exercise messages may serve as a reminder of the link between food and physical activity and affect food consumption. It also highlights the need for increased awareness that these messages have powerful influences not only on exercise behavior, but also on closely related behaviors such as eating.

【 授权许可】

CC BY   
© van Kleef et al; licensee BioMed Central Ltd. 2011