The Effect Of Media Multitasking On Food Consumption Decisions:The Mediating Role Of Construal Level

Food is vital to the health of people.Food consumption and choices happen every day.In the age of scarcity,the lack of food can cause malnutrition and damage to human health.But now,with the development and progress of the society,it is not difficult to solve the problem of food and clothing.For healthy food has become one of the important factors that affect human body health.Food usually includes many properties,but the tasty and health are two important properties of food.When people make food choices,they usually weigh and compare the health,taste and availability of food.In this process,they are influenced by the individual's cognitive style.Media multitasking refers to using a variety of media forms to complete different targets at the same time.Because of the versatility and accessibility of laptops,smartphones and tablets,the media is getting more and more popular,which makes learning,work,games and social interactions seamless.This study on the current social norm as the breakthrough point,according to other research framework and context,designed three experiments to examine the media multitasking influence on food consumption decisions,and explore the mediating role of construal level.The first study explored the effects of long-term media multitasking on food consumption decisions and examined the mediating effects of construal level.A media use questionnaire was issued and 234 valid data were obtained.On this basis,heavy and light media multitaskers were screened out,and their construal level and willingness to buy high-calorie and low-calorie food were measured.The results showed that high media multitaskers were more likely to buy high-calorie food,while low media multitaskers were more likely to buy low-calorie food.Construal level plays a partial mediating role.In the second study,92 participants were selected to investigate the effect of media multitasking on food consumption decisions and the mediating effect of construal level.The results showed that individuals with media multitasking behaviors were more likely to buy high-calorie food,while those without media multitasking behaviors were more likely to buy low-calorie food.Construal level plays a partial mediating role.The third study examines the causal relationship between construal level and foodconsumption decisions.Manipulating the construal level of individuals,110 valid data were obtained,we explore the purchase preferences of high-calorie food and low-calorie food.The results showed that the higher the construal level of individuals,the more likely they were to buy low-calorie food.The lower the individual's level of construal,the more likely they are to buy high-calorie food.The theoretical significance of this study is reflected in the following aspects: from the perspective of construal level,the psychological mechanism of the impact of media multitasking on food consumption decision-making is explored,and it enriches domestic research on media multitasking and food consumption decisions.The practical significance is reflected in the fact that the topic selection has higher practical value,and the research results have a certain contribution to understanding the potential influence of the new media on the thinking mode of college students.