Objective of the Study
Marketers often label food products "fitness food." For example, in supermarkets products like fitness bread, fitness cereal bars, and fitness cereals are sold. But how do people that want to control their body weight react to such brand concepts? Jörg Königstorfer's and Hans Baumgartner's research provides answers to this question.
Restrained eaters often try to regulate their energy intake (by reducing food consumption) as well as their energy expenditure (by increasing physical activity). The study investigates whether and how restrained eaters are misled by fitness as brand concept. That is to say consuming more (although they want to eat less) and being less active (although an overconsumption should go hand in hand with increased physical activity).
Design and Results
Three studies were implemented. Study 1 shows that food branded with fitness makes restrained eaters consume more. A second study proofs that restrained eaters eat more fitness-branded food when the food is framed as dietary permitted, but that this effect disappears when the food is framed as dietary forbidden. The third study shows that restraint eaters not only increase their consumption but also reduce their post-consumption physical activity. This happened against their ultimate objectives and is in conflict to the principles of energy balance. The fitness labelling of products addresses unwanted effects in weight control.
Implications
The fitness brand concept is attractive for marketers. Based on the study it can be concluded that fitness branding could increase restrained eaters' health problems related to overweight and adiposity. Restrained eaters are at a certain risk to be misled by fitness labelling through the exteralisation of control of their behavior. In contrast of using the concept as part of the labeling, companies could support campaigns that emphazise the importance of an active lifestyle and exercise.
Contact
Department of Sport & Health Management
Prof. Dr. Jörg Königstorfer
Secretary: Mirjam Eggers
Uptown München Campus D
Georg-Brauchle-Ring 60/62
80992 Munich
Phone: +49.89.289.24559
Fax +49.89.289.24642