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Why do hopeful consumers make healthier choices than happy ones?

Date:
April 20, 2011
Source:
University of Chicago Press Journals
Summary:
Happy people are more likely to eat candy bars, whereas hopeful people choose fruit, according to a new study. That's because when people feel hope, they're thinking about the future.

Happy people are more likely to eat candy bars, whereas hopeful people choose fruit, according to a new study. That's because when people feel hope, they're thinking about the future.
Credit: © Andrea Berger / Fotolia

Happy people are more likely to eat candy bars, whereas hopeful people choose fruit, according to a new study in the Journal of Consumer Research. That's because when people feel hope, they're thinking about the future.

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"Most of us are aware that we often fall victim to emotional eating, but how is it that we might choose unhealthy or healthy snacks when we're feeling good?" write authors Karen Page Winterich (Pennsylvania State University) and Kelly L. Haws (Texas A&M University).

Because previous research has explored how feeling sad leads to eating bad, the authors focused on the complicated relationship between positive emotions and food consumption. "We demonstrate the importance of the time frame on which the positive emotion focuses and find that positive emotions focusing on the future decrease unhealthy food consumption in the present," the authors write.

To understand why someone who is feeling positive would be more likely to choose a candy bar versus a piece of fruit, the authors teased out the difference between positive feelings that arise from thinking about the past or the present (pride and happiness) and hope, which is a more future-oriented emotion.

In the authors' first study, hopeful participants consumed fewer M&Ms than people who experienced happiness. In a second study, the authors found that consumers who were more focused on the past chose unhealthy snacks, even if they felt hope. In the third study, the researchers shifted the time frame of the positive emotion (having participants feel hopeful about the past or having them experience pride in the future). "That is, if someone is anticipating feeling proud, she prefers fewer unhealthy snacks than someone experiencing pride."

Finally, the authors compared future-focused positive emotions (hopefulness, anticipated pride) to future focused negative emotions (fear, anticipated shame). They found that the combination of positivity and future focus enhanced self-control.

"So, the next time you're feeling well, don't focus too much on all the good things in the past. Instead, keep that positive glow and focus on your future, especially all the good things you imagine to come. Your waistline will thank you!" the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Karen Page Winterich and Kelly L. Haws. Helpful Hopefulness: The Effect off Future Positive Emotions on Consumption. Journal of Consumer Research, October 2011 (published online March 18, 2011) [link]

Cite This Page:

University of Chicago Press Journals. "Why do hopeful consumers make healthier choices than happy ones?." ScienceDaily. ScienceDaily, 20 April 2011. <www.sciencedaily.com/releases/2011/04/110419111439.htm>.
University of Chicago Press Journals. (2011, April 20). Why do hopeful consumers make healthier choices than happy ones?. ScienceDaily. Retrieved October 26, 2014 from www.sciencedaily.com/releases/2011/04/110419111439.htm
University of Chicago Press Journals. "Why do hopeful consumers make healthier choices than happy ones?." ScienceDaily. www.sciencedaily.com/releases/2011/04/110419111439.htm (accessed October 26, 2014).

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