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Psychological antecedents of healthy eating: the role of temporal framing
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This thesis investigates how external cues influence consumer perceptions and decisions regarding healthy food, across four experimental studies. Each study isolates a key variable—price, packaging design, health message framing, and protein-related informational content—to examine its impact on perceived quality, healthiness, and behavioral intention. In our tightly controlled settings, consumer responses varied significantly as a function of the manipulated contextual cues or message framing. The results confirm that heuristic thinking and prior beliefs—such as the price–quality association or protein sufficiency—mediate these effects, while individual factors like socioeconomic status, health consciousness, and nutrition knowledge moderate them. Together, the studies highlight how subtle design and communication elements can unintentionally enhance or undermine the appeal of healthy food. The findings have practical implications for public health messaging, product development, and food marketing strategy. They also underline the need for tailored interventions that take into account both cognitive mechanisms and consumer diversity in order to promote healthier and
more sustainable food choices.
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Healthy food Decision making Price-quality heuristic Protein anxiety packaging design Temporal framing