The Relationship between Future Orientation, Regulatory Focus, and Need for Cognition and Healthy Menu Choices

  • Park, Sang-Hee (Department of Hotel and Tourism, Keimyung University) ;
  • Cho, Soo-Hyun (Department of Consumer Sciences, South Dakota State University) ;
  • Yoon, Hae-Jin (Department of Consumer Sciences, South Dakota State University)
  • Received : 2012.04.01
  • Accepted : 2012.05.27
  • Published : 2012.06.30


The effect of nutritional information on healthier menu choices have been reflected in previous research and nutrition policy efforts. This study further examines the relationship between healthy menu choices and three consumer characteristics - Future Orientation, Regulatory Focus, and Need for Cognition. A $3{\times}3$ experimental design was used with varying food types (burger sandwiches, sub sandwiches, and salad dressing) and the degree of nutritional information (no information, total calories only, and full nutrition information). It was found that having more nutritional information, and individuals with Future Orientation and Promotion Focus were associated with the choice of healthier menus. More specifically, those with high Consideration of Future Consequences and with Promotion Orientation switched their choices to the healthier ones with the provision of nutritional information.


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