The Effect Of Consideration Future Consequences And Construal Level On Consumption Decisions Of Healthy/tasty Food

Healthfulness and tastiness are the main motivations for food choices,and the trade-off between them will affect the consumers' food consumption decisions.The consumers' cognitive style influences the trade-off process,so we examines the consumption decisions of different attributes from construal level perspective and consideration future consequences.Through three food consumption decisions research,we measure the level of consumers' construal level,manipulate consumers' construal level,manipulate the construal level of food advertising,so we analyze the effect of construal level on the food consumption decisions of different attributes.Through the fourth study,we study the effect of consumers' construal level on the relationship of consideration future consequences and food consumption decisions of different attributes.Research indicates:1.the higher the consumers' construal level,the more preference for healthy food,the lower the consumers' construal level,the more preference for tasty food;2.the higher the consumers' construal level we manipulate,the more preference for healthy food,the lower the consumers' construal level we manipulate,the more preference for tasty food;3.the construal level of food adversting have no effect on the healthy food consumption decisions,the lower construal level of food advertising,the more preference for tasty food;4.There is no interaction between the individual construal level and the construal level of food advertising,but the individual construal level as a covariate has a significant role on the effect of construal level of food advertising on food consumption decision of different attributes;5.the higher of consideration future consequences-future,the more preference for healthy food,the lower of consideration future consequences-immediate,the more preference for tasty food.6.The construal level mediate the effect of consideration future consequences-future on healthy food consumption decisions,the construal level mediate the effect of consideration future consequences-immediate on food consumption decisions of different attributes.