Parental Choice of Healthy Food for Children: The Role of Social Comparison, Implicit Self-Theories, and Social Norms

摘要

The goal of this research is understand why increased availability of healthy options at fast food restaurants does not necessarily result in increased choice of such options. In particular, we examine what drives parental food choice for their children at a fast food restaurant. We build theory to identify the segment of parents least likely to order healthy options for their children and then develop and test an intervention to specifically target this segment in order to increase their likelihood of ordering healthy food for their children.