People who are dieting or who try to change practice and healthy eating mostly find out food that is suspicion to fit into their regimen. However, a investigate co-authored by Hans Baumgartner of a Penn State Smeal College of Business found that “fitness branding” can inspire people who are endangered about their weight to eat some-more and practice less.
The study, patrician “The Effect of Fitness Branding on Restrained Eaters’ Food Consumption and Post-Consumption Physical Activity,” will be published in a destiny emanate of a Journal of Marketing Research.
“Fitness food might put calm eaters in double jeopardy,” wrote Baumgartner and co-author Joerg Koenigstorfer of Technische Universität München in Munich, Germany. “It creates them eat some-more and practice less.”
The authors investigated how calm eaters, those who are chronically endangered about their physique weight, are influenced by fitness-branded food in terms of their food output and earthy activity.
Participants were asked to weigh a new route mix. The investigate assessed output volumes depending on either a route brew was labeled ‘Fitness Trail Mix’ or simply ‘Trail Mix.’ The ‘Fitness’ brew also featured a design of using shoes. Participants were educated to fake they were during home, eating an afternoon snack. They afterwards had 8 mins to ambience and rate a product. In one investigate participants were also invited to practice as heartily as they wanted on a still bike after immoderate their snack.
The formula of a investigate showed that calm eaters consumed some-more food when it was branded with fitness, that a outcome hold when a food was presented as dietary available rather than dietary forbidden, and that calm eaters were reduction physically active after immoderate fitness-branded food. In fact, a some-more fitness-branded food calm eaters consumed, a reduction active they became.
“The commentary are engaging given this is a initial investigate paper that shows that aptness branding of food does not usually impact appetite intake though also appetite expenditure,” Baumgartner said.
“Counterintuitively, and discordant to a element of appetite balance, fitness-branded food decreases earthy activity for calm eaters, even after they have consumed some-more food than wantonness eaters. This is startling given calm eaters should be quite meddlesome in avoiding and blazing off additional calories.”