Models of Food Choice
Lecture 1. Gerry Jager
Learning outcomes
Describe and apply several determinants of food choice / availability
Explain the main components of the Food Choice Process model and illustrate
them with examples
Explain the main components of the expectancy – value theory, the Theory of
Reasoned Action, and the Theory of Planned Behaviour
Explain the differences between EV, TRA, and TPB
Describe strengths and weaknesses of TPB (in relation to other models of food
choice)
Food Choice
Food choice involves the selection and consumption of foods and beverages,
considering what, how, when, where and with whom people eat as well as other
aspects of the food and eating behaviours. They have crucial biological,
psychological, economic, social, cultural and epidemiological importance.
Modelling food choice
Models are simplifications to get a grip on complex behaviour. They are
categorizations. Models can be used to describe/explain or to predict. However, it
will not cover everything.
Types of models
Existing (theory-driven) versus new models (data-driven)
Deductive (simplify) versus inductive (predict)
Mono versus multi-factorial
Qualitative versus quantitative
Determinants of food choice
Biggest determinant of food choice is availability, but determinants of what is
available are:
Biological aspects
Psychological aspects
Social aspects
Cultural aspects (predominant influence)
Food and food choice can only be understood by a mixture of biological,
psychological, social and cultural perspectives, all taken within a historical
context.
Biology and food choice
(Innate) taste biases (prefer sweet = energy, avoid bitter = toxic) versus
learning
The Omnivore’s dilemma (Rozin): there is a complex system to guide eating
behaviour because of the abundance of food we can eat. There is a fine
, balance between neophobia (innate resistance to try out new food sources)
and neophilia (curiosity to try out new food).
Psychology and food choice
Origin of preferences: culture, parents, peers (media?). Acquisition of
preferences: mere exposure, evaluative conditioning, social influence
(modelling)
The intake of chocolate flavoured milk-based products different in viscosity
varied even though the products were similar in palatability, macronutrient
composition and energy density (liquid chocolate > semi-liquid chocolate >
semi-solid chocolate). Explanations: (1) time to process sensory signals
influences satiation, (2) learned that a liquid is commonly less satiating
(expectations)
Sociology and food choice
Interested in demographic variables as determinants of food choice (age, gender,
social status)
Relative risk obesity in relation to social-economic status (SES) and education:
In ‘low-income’-countries low risk for obesity in lower social classes
In ‘upper-middle-income’-countries high risk for obesity in lower social classes
Anthropology (culture) and food choice
There are different eating behaviours across countries. What is the meaning of
food?
Food Choice Models
Food Choice Process Model over the life course
In the food choice models, the life course is not
always taken into account. The Food Choice
Process Model looks at the development of food
choices over life span because people change
during their lives (food choices are dynamic
and evolve over time).
Life course
A life course perspective provides a framework
for considering a variety of individual and
contextual influences of food choice. Food
trajectories include a person's persistent
thoughts, feelings, strategies and actions over
the lifespan.
There are several influences on food trajectories:
Food upbringing
o Positive experiences living on a farm, having a vegetable garden
o Negative experiences being forced to eat vegetables as a child
Roles + role transitions
2
, o Marriage, divorce, employment, childbearing
Health
o Acute and/or chronic illnesses, aging, self / others
Ethnic traditions
Resources
o Perceived knowledge/skills, available time, space, money
Food system
o Changing health and diet information, cultural trends in cuisine
Conceptual model: food choice is shaped by contexts over time to form a food
choice trajectory
How people construct food choices
over time include trajectories,
transitions, timing (event/transition)
and contexts (environment in which
changes occurs)
Transitions: a change of life with
minor differences in eating habits
(change of work: only a change of
food availability in the canteen).
Turning point: more drastic change
(become vegetarian)
Influences
A wide variety of influences operates to shape particular food choices. The food
choice process model clusters these influences into five types: ideals (cultural
standards), personal factors (characteristics), resources (assets), social factors
(relationships), contexts (environment). Each of them is embedded within and
fluctuates over the life course of a person
making food choices.
Personal food system
Personal food system means the translations
of influences on individual food choices into
how and what one eats in particular situations
(dynamic). Options and boundaries are
constructed.
Personal food systems include the following
processes:
Food choice values (set of considerations
important in constructing food choices,
dynamic, changing over time as life course
events and experiences shape food choice influences) types:
o Taste you do not eat what you do not like
o Convenience time, effort considerations
o Cost monetary consideration + related to ‘worth’ concept (depending
on the context)
3
Lecture 1. Gerry Jager
Learning outcomes
Describe and apply several determinants of food choice / availability
Explain the main components of the Food Choice Process model and illustrate
them with examples
Explain the main components of the expectancy – value theory, the Theory of
Reasoned Action, and the Theory of Planned Behaviour
Explain the differences between EV, TRA, and TPB
Describe strengths and weaknesses of TPB (in relation to other models of food
choice)
Food Choice
Food choice involves the selection and consumption of foods and beverages,
considering what, how, when, where and with whom people eat as well as other
aspects of the food and eating behaviours. They have crucial biological,
psychological, economic, social, cultural and epidemiological importance.
Modelling food choice
Models are simplifications to get a grip on complex behaviour. They are
categorizations. Models can be used to describe/explain or to predict. However, it
will not cover everything.
Types of models
Existing (theory-driven) versus new models (data-driven)
Deductive (simplify) versus inductive (predict)
Mono versus multi-factorial
Qualitative versus quantitative
Determinants of food choice
Biggest determinant of food choice is availability, but determinants of what is
available are:
Biological aspects
Psychological aspects
Social aspects
Cultural aspects (predominant influence)
Food and food choice can only be understood by a mixture of biological,
psychological, social and cultural perspectives, all taken within a historical
context.
Biology and food choice
(Innate) taste biases (prefer sweet = energy, avoid bitter = toxic) versus
learning
The Omnivore’s dilemma (Rozin): there is a complex system to guide eating
behaviour because of the abundance of food we can eat. There is a fine
, balance between neophobia (innate resistance to try out new food sources)
and neophilia (curiosity to try out new food).
Psychology and food choice
Origin of preferences: culture, parents, peers (media?). Acquisition of
preferences: mere exposure, evaluative conditioning, social influence
(modelling)
The intake of chocolate flavoured milk-based products different in viscosity
varied even though the products were similar in palatability, macronutrient
composition and energy density (liquid chocolate > semi-liquid chocolate >
semi-solid chocolate). Explanations: (1) time to process sensory signals
influences satiation, (2) learned that a liquid is commonly less satiating
(expectations)
Sociology and food choice
Interested in demographic variables as determinants of food choice (age, gender,
social status)
Relative risk obesity in relation to social-economic status (SES) and education:
In ‘low-income’-countries low risk for obesity in lower social classes
In ‘upper-middle-income’-countries high risk for obesity in lower social classes
Anthropology (culture) and food choice
There are different eating behaviours across countries. What is the meaning of
food?
Food Choice Models
Food Choice Process Model over the life course
In the food choice models, the life course is not
always taken into account. The Food Choice
Process Model looks at the development of food
choices over life span because people change
during their lives (food choices are dynamic
and evolve over time).
Life course
A life course perspective provides a framework
for considering a variety of individual and
contextual influences of food choice. Food
trajectories include a person's persistent
thoughts, feelings, strategies and actions over
the lifespan.
There are several influences on food trajectories:
Food upbringing
o Positive experiences living on a farm, having a vegetable garden
o Negative experiences being forced to eat vegetables as a child
Roles + role transitions
2
, o Marriage, divorce, employment, childbearing
Health
o Acute and/or chronic illnesses, aging, self / others
Ethnic traditions
Resources
o Perceived knowledge/skills, available time, space, money
Food system
o Changing health and diet information, cultural trends in cuisine
Conceptual model: food choice is shaped by contexts over time to form a food
choice trajectory
How people construct food choices
over time include trajectories,
transitions, timing (event/transition)
and contexts (environment in which
changes occurs)
Transitions: a change of life with
minor differences in eating habits
(change of work: only a change of
food availability in the canteen).
Turning point: more drastic change
(become vegetarian)
Influences
A wide variety of influences operates to shape particular food choices. The food
choice process model clusters these influences into five types: ideals (cultural
standards), personal factors (characteristics), resources (assets), social factors
(relationships), contexts (environment). Each of them is embedded within and
fluctuates over the life course of a person
making food choices.
Personal food system
Personal food system means the translations
of influences on individual food choices into
how and what one eats in particular situations
(dynamic). Options and boundaries are
constructed.
Personal food systems include the following
processes:
Food choice values (set of considerations
important in constructing food choices,
dynamic, changing over time as life course
events and experiences shape food choice influences) types:
o Taste you do not eat what you do not like
o Convenience time, effort considerations
o Cost monetary consideration + related to ‘worth’ concept (depending
on the context)
3
