L'influence de l'orientation motivationnelle sur les représentations et les choix alimentaires

This study highlights the chronic dimension of regulatory focus on consumers' perception of food and their consumption behavior. From a qualitative study of 25 subjects, the results show the influence of chronic regulatory focus on perceptions of the link between health and nutrition as well as food consumption strategies in two groups, one consisting of prevention-oriented consumers and the other promotion-oriented consumers. Our results identify theoretical and managerial implications for brands and public authorities taking into account the affect of consumers' regulatory focus on the messages sent by the food industry.