17 good questions and answers about "Role of contect in food choice"

How to categorize context influences?
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Simultaneous contextual influences - labelling
Sensory lab practice -> samples presented in neutral way. But.., labellinghas substantial effect on product perception and preferences.
  • even when subjects know the information on the labels is false! 
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Simultaneoes contextual influences - appropriateness
Occasion appropriateness -> foods rated on how appropriate they are to eat with certain...
- meals (breakfast, dinner)
- moods (sadness, happiness)
- special occasions (holidays, celebrations)
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Explain Schutz's Law of food choice:
Food choice = liking x appropriateness

liking: pleasantness
appropriateess: matching to use-context, person
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Eating environment = (4 factors)
Ambient factors associated with eating, but independent of food;
  • atmospherics
  • effort
  • social faciliation
  • disctraction
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Eating environment - atmospherics:
It all has effect on consumption volume.
Optimizing meal ambiance in Dutch nursing homes contributes to a higher energy intake.
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Eating environment - social facilitation:
Eating with family or friends; 40-50% higher intake than eating alone
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Food environment = (5 factors)
Factors relating to the way food is provided or presented:
  • salience
  • structure and organisation
  • size of package and portions
  • stockpiling
  • shape of plates, glasses and bowls
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Food environment - salience:
There are all sorts of fast foods everywhere, which makes you go eat this
The office candy dish: proximity's and visibility's influence on estimated and actual consumption.
- When it is visual and close by, people eat the most

- If it's not visible, you see a big drop in eating
>> Visibility is key in this sense.
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Food environment - structure and organisation:
  • (perceived) structure and variety of food can increase consumption volume
  • M&M candies (7 vs 10 different colours) >> effect of actual variety
  • Structure and organisation -> moderate perceived variety jelly beans in children + adults
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Food environment - size package/portions:
  • Extreme package/portion sizes influence perceptions and preferences, even if not chosen, and can increase consumption
  • Mechanism -> size suggests consumption norm and activates certain expectation
  • Volume of food eaten is better indicator of reported fullness than calorie density
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Food environment - Stockpiling (hamsteren):
  • Stockpiled food is quickly consumed -> makes food products more visible and salient
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Food environment - shape plates, glasses:
The smaller the plate, the more food looks like is on the plate.
People feel more full for longer, only because of the other place next to it.


Study: Tall slender glass they could indicate quite good
Short wide glass they poured more when distracted. They were fooled by the shape of the glass.
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Explain evoked context in light of balancing simplification and contextualization:
Use of...
  • text
    • brief written scenario's
    • imaging a specific consumption situation where product consumption would take place
  • audiorecordings
  • picture
... To evoke a consumption context what would be a natural consumption context
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Explain immersive contexts in light of balancing simplification and contextualization:
Adding relevant context cues to the environment.
- mixed immersion: visual, audio, olfactory context cues (computer screen, headphone, cookie aroma)
- full immersion: visual, audio, olfactor context cues (video wall, surround sound speakers, cookie aroma)
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Explain living labs in light of balancing simplification and contextualization:
  • Restaurant of the Future (WUR)
  • The living lab in France
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Explain virtual reality in light of balancing simplification and contextualization:
Practical relevance
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