Moralities in food and health research

Put a limit on it: The protective effects of scarcity heuristics when self-control is low

“…For one, it would be important to include broader samples of individuals with diverse socio-economic backgrounds. Furthermore, it has been criticized that the dichotomy of consumption choices, prevalently applied to food choices where “healthy” is considered the good choice and the “unhealthy” alternative is considered the bad choice, is misleading since there is and should be much uncertainty in what defines “good” food and “bad” food in relation to health and wellbeing (Askegaard et al, 2014). As such, to improve and extend on the current research, it is recommended that future studies expand the list of choice outcomes from one-off dichotomized choices to more comprehensive measures such as options from an entire meal (menus), food diaries recorded over time spans, and shopping lists that resemble more closely with real-life and naturalistic settings.…”

Living and Dealing with Food in an Affluent Society—A Case for the Study of Lived (Non)Religion

“…Instead, the need for individuals to act or portray themselves as responsible consumers arises from wider societal frameworks in which food consumption is moralized. For example, in their reflection on moralities in food and health research, Askegaard et al (2014) note that food has become one of the most significant lifestyle and life quality generators and markers. At the same time, public and scientific interest in the relationship between eating habits and public health is growing, placing questions regarding the moralization of food beyond individuals into the realm of public concern.…”

“…And it is this imperative that ultimately legitimises the inherent moralities in consumer behaviour and consumer research that we have tried to unpack". (Askegaard et al 2014(Askegaard et al , p. 1820 In an era of authenticity, subjective turn and therapeutic understanding of the self, scientific health discourse serves as a moral authority and an ethical point of reference that is outside the individual. Thus, it has the power to legitimate, produce and reproduce the moral imperatives, beliefs, and practices that govern both the public concern and private, embodied lives.…”

Health decision making

“…They need self‐control to engage in health activities that can reveal negative information, like submitting to medical screenings or disclosing troubling symptoms. People have a strong tendency to avoid negative information, especially if it damages their pride, decreases the quality of their moods and emotions, or introduces feelings of guilt and shame when poor health outcomes result from their own behaviors (Askegaard et al., ; Duhachek, Agrawal, & Han, ; Moore & Konrath, ; Wilcox, Kramer, & Sen, ; Winterich & Haws, ). Finally, people need ongoing and persistent self‐control to make healthy lifestyle choices about diet, exercise, tobacco use, and medication adherence.…”