International audienceConsumers try to avoid temptation when exposed to appetizing foods by diverting their attention away from their senses (e.g., sight, smell, mouthfeel) and bodily states (e.g., state of arousal, salivation) in order to focus on their longer term goals (e.g., eating healthily, achieving an ideal body weight). However, when not including sensations in their decision-making processes, consumers risk depleting their self-regulatory resources, potentially leading to unhealthy food choices. Conversely, based on the concept of ``embodied self-regulation,'' the suggestion is made that considering bodily states may help consumers regulate their food choices more effectively. A new model is proposed that facilitates understanding observed consumer behavior and the success or failure of self-control in food intake. It is argued that bodily states and sensory information should be considered when modeling consumer behavior and developing health-related advocacy and communication campaigns. The model proposed here leads to new perspectives on consumer consumption behavior and health policy research and strategies. (C) 2016 Wiley Periodicals, Inc

Why do people befriend animals, yet don't feel conflicted about eating some of them? Previous research on the "meat paradox" suggests that the dehumanization of meat animals plays a crucial role in attenuating the negative affective states that consumers may experience when consuming meat. However, relatively little is known about how the converse process, namely anthropomorphism, influences meat consumption. The current research provides evidence that anthropomorphizing meat animals through the friendship metaphor, "animals are friends", can alter (omnivorous) consumers' attitudes and behavioral intentions toward meat eating, and induce feelings of guilt. More specifically, our experimental findings reveal that anthropomorphism has a negative effect on consumers' attitudes toward the food served in a restaurant and their intentions to patronize it when (pork) meat is on offer. This effect holds whether consumers are invited to consider themselves (Study 1a) or staff members (Study 1b) as taking part in a friendly humananimal interaction. We also demonstrate a similar effect of anthropomorphism on attitudes toward a (pork) meat product and their intentions to buy it, when consumers consider animal-animal friendship or human-animal friendship (Study 2). Last, we show that the negative effect of anthropomorphism on consumers' attitudes and behavioral intentions toward (pork) meat consumption is mediated by increased feelings of anticipatory guilt (Studies 3a and 3c). Nevertheless, no such effect was found with another kind of meat (beef), which indicates that anthropomorphizing meat animals through the friendship metaphor cannot be successfully applied to all commonly eaten species (Study 3b). Implications of these results for meat consumption are discussed.

A Food Imitating Product (FIP) is a household cleaner or a personal care product that exhibits food attributes in order to enrich consumption experience. As revealed by many cases worldwide, such a marketing strategy led to unintentional self-poisonings and deaths. FIPs therefore constitute a very serious health and public policy issue. To understand why FIPs are a threat, we first conducted a qualitative analysis on real-life cases of household cleaners and personal care products-related phone calls at a poison control center followed by a behavioral experiment. Unintentional self-poisoning in the home following the accidental ingestion of a hygiene product by a healthy adult is very likely to result from these products being packaged like foodstuffs. Our hypothesis is that FIPs are non-verbal food metaphors that could fool the brain of consumers. We therefore conducted a subsequent functional neuroimaging (fMRI) experiment that revealed how visual processing of FIPs leads to cortical taste inferences. Considered in the grounded cognition perspective, the results of our studies reveal that healthy adults can unintentionally categorize a personal care product as something edible when a food-like package is employed to market nonedible and/or dangerous products. Our methodology combining field (qualitative) and laboratory (behavioral and functional neuroimaging) findings could be of particular relevance for policy makers, as it can help screening products prior to their market release – e.g. the way they are packaged and how they can potentially confuse the mind of consumers – and therefore save lives.

To date, experiments in economics are restricted to situations in which individuals are not influenced by the physical presence of other people. In such contexts, interactions remain at an abstract level, agents guessing what another person is thinking or is about to decide based on money exchange. Physical presence and bodily signals are therefore left out of the picture. However, in real life, social interactions (involving economic decisions or not) are not solely determined by a person's inference about someone else's state-of-mind. In this essay, we argue for embodied economics: an approach to neuroeconomics that takes into account how information provided by the entire body and its coordination dynamics influences the way we make economic decisions. Considering the role of embodiment in economics-movements, posture, sensitivity to mimicry and every kind of information the body conveys-makes sense. This is what we claim in this essay which, to some extent, constitutes a plea to consider bodily interactions between agents in social (neuro)economics.

Every day, people are exposed to images of appetizing foods that can lead to high-calorie intake and contribute to overweight and obesity. Research has documented that manipulating the visual perspective from which eating is viewed helps resist temptation by altering the appraisal of unhealthy foods. However, the neural basis of this effect has not yet been examined using neuroimaging methods. Moreover, it is not known whether the benefits of this strategy can be observed when people, especially overweight, are not explicitly asked to imagine themselves eating. Last, it remains to be investigated if visual perspective could be used to promote healthy foods. The present work manipulated camera angles and tested whether visual perspective modulates activity in brain regions associated with taste and reward processing while participants watch videos featuring a hand grasping (unhealthy or healthy) foods from a plate during functional magnetic resonance imagining (fMRI). The plate was filmed from the perspective of the participant (first-person perspective; 1PP), or from a frontal view as if watching someone else eating (third-person perspective; 3PP). Our findings reveal that merely viewing unhealthy food cues from a 1PP (vs. 3PP) increases activity in brain regions that underlie representations of rewarding (appetitive) experiences (amygdala) and food intake (superior parietal gyrus). Additionally, our results show that ventral striatal activity is positively correlated with body mass index (BMI) during exposure to unhealthy foods from a 1PP (vs. 3PP). These findings suggest that unhealthy foods should be promoted through third-person (video) images to weaken the reward associated with their simulated consumption, especially amongst overweight people. It appears however that, as such, manipulating visual perspective fails to enhance the perception of healthy foods. Their promotion thus requires complementary solutions.

Food imitating products are chemical consumer items used frequently in the household for cleaning and personal hygiene (e.g., bleach, soap, and shampoo), which resemble food products. Their containers replicate elements of food package design such as possessing a shape close in style to drinking product containers or bearing labels that depict colorful fruits. In marketing, these incongruent forms are designed to increase the appeal of functional products, leading to chemical consumer product embellishment. However, due to the resulting visual ambiguity, food imitating products may expose consumers to the risk of being poisoned from ingestion. Thus, from a public health perspective, food imitating products are considered dangerous chemical products that should not be sold, and may merit being recalled for the safety of consumers. To help policymakers address the hazardous presence of food imitating products, the purpose of this article is to identify the specific design features that generate most ambiguity for the consumer, and therefore increase the likelihood of confusion with foodstuffs. Among the visual elements of food packaging, the two most important features (shape and label) are manipulated in a series of three lab studies combining six Implicit Association Tests (IATs) and two explicit measures on products' drinkability and safety. IATs were administered to assess consumers' implicit association of liquid products with tastiness in a within-subject design in which the participants (N = 122) were presented with two kinds of food imitating products with a drink shape or drink label compared with drinks (experiential products with congruent form) and classic chemical products (hygiene products) (functional products with congruent form). Results show that chemical consumer products with incongruent drink shapes (but not drink labels) as an element of food package design are both implicitly associated with tastiness and explicitly judged as safe and drinkable. These results require confirmation in other studies involving different shapes and labels. Notwithstanding, due to the misleading effect of this ambiguity, public health authorities are thus well advised to focus their market surveillance on chemical products emulating a food or drink shape.

Cet article propose une analyse de la rhétorique militante des mouvements d’activisme consumériste sous l’angle de la Théorie de la Métaphore Conceptuelle (TMC). Cette théorie développée en linguistique cognitive met en lumière le fait que notre langage métaphorique n’est pas que littéral. Il ordonne également notre pensée et notre action. Nous montrons tout d’abord dans quelle mesure cette théorie s’avère utile à une compréhension approfondie des mouvements d’activisme consumériste comparativement à d’autres approches conceptuelles. La TMC permet notamment de mieux cerner la manière dont les acteurs font l’expérience de leurs démarches militantes. Nous examinons ensuite, par une ethnographie virtuelle, le contenu de communications verbales et non verbales produites et diffusées sur le Web par des activistes. Divers cas réels d’activisme consumériste sont ainsi étudiés à travers le langage métaphorique employé par les militants. Les résultats de nos observations permettent d’identifier les aspects de l’activisme mis en avant auprès des consommateurs dans une optique d’information et de persuasion de ces derniers. Enfin, les perspectives conceptuelles et méthodologiques de cette recherche sont discutées.

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