Using the Multi-Attribute Utility Model to Better Understand Fruit and Vegetable Intake among College Students

Abstract

This study examined the association between parameters of the decision-making processes that are described in the Multi-Attribute Utility (MAU) model and actual food choices (fruit and vegetable consumption) among undergraduate students. Four hundred and six undergraduates from a large, public university in Southern California completed a pencil-and-paper questionnaire for the parameters of MAU, which consist of the perceived value, perceived likelihood, and momentary salience for each anticipated consequence of eating a healthy diet. Fruit and vegetable intake was collected daily using an online food intake log. Linear regression analysis revealed that MAU total scores were a significant predictor of fruit plus vegetable consumption (p = .000). T-test results indicated that high fruit plus vegetable eaters and low fruit plus vegetable eaters were significantly different from each other on individual parameter scores of the MAU model (range, p = .032 to p = .000). Conclusions: This study suggest that the MAU model may predict eating behaviors and provides support for further investigation; the MAU framework may help identify the factors that have greatest influence college students’ nutrition decision making processes, and can aid in the development of interventions that address target consequences that have high utility scores in the target population.

The role of reinforcement learning and value-based decision-making frameworks in understanding food choice and eating behaviors

“…To estimate the overall expected value of an action, participants can rate how much they want (e.g., strong yes, yes, no, strong no) or how much they are willing to pay for an item ( 112 ). Direct ratings of the value of different attributes (e.g., health or taste) have been shown to relate to real world behaviors such as fruit and vegetable intake ( 113 ) and smoking initiation ( 114 ). These ratings can also be used to examine how attributes influence value-based decision-making by asking participants to make choices between the items.…”

“…Additionally, children’s food choices have been shown to be influenced by what they believe their mothers would choose for them ( 130 ). For both children and adults, food choices are impacted by many attributes including expectations about the likelihood of feeling satisfied and happy, feeling in control of one’s behavior, eliminating hunger, cost, and convenience ( 113 , 128 , 131 ). This suggests that in addition to food-related attributes, social context, and individual characteristics ( 132 ) influence value-based food choices.…”