How often should I eat it? Product correlates and accuracy of estimation of appropriate food consumption frequency

There is an extensive amount of work on portion size and calories perceptions in the food psychology literature. However, despite being of equal importance, estimation of appropriate frequency of consumption has received much less attention. This research investigates the factors that drive estimates of appropriate frequency of consumption of fresh dairy products. The results show that estimations of appropriate consumption frequency are influenced by inferential beliefs about food items such as perceived healthiness, convenience, naturalness, nostalgia, tastiness and snackability. These effects were partly moderated by BMI, social class, age and nutrition involvement. Actual fat, carbohydrate and protein content per serving, but not total energy content, were each negatively associated with appropriate consumption frequency. As a whole, when comparing individual estimates with dietary guidelines, participants underestimate the appropriate consumption frequency for yogurts but estimate that for desserts accurately.