DOI QR코드

DOI QR Code

Can Dining Alone Lead to Healthier Menu Item Decisions than Dining with Others? The Roles of Consumption Orientation and Menu Nutrition Information

혼밥이 건강한 메뉴 선택에 미치는 영향: 소비 목적 지향과 메뉴 영양 정보 표시의 역할

  • Her, EunSol (Department of Food and Nutrition, Seoul National University) ;
  • Behnke, Carl (School of Hospitality and Tourism Management, Purdue University) ;
  • Almanza, Barbara (School of Hospitality and Tourism Management, Purdue University)
  • 허은솔 (서울대학교 식품영양학과) ;
  • ;
  • Received : 2021.06.12
  • Accepted : 2021.06.24
  • Published : 2021.06.30

Abstract

Objectives: Driven by a growth of single-person households and individualized lifestyles, solo dining in restaurants is an increasingly recognizable trend. However, a research gap exists in the comparison of solo and group diners' menu-decision making processes. Based on the self-control dilemma and the temporal construal theory as a theoretical framework, this study compared the ordering intentions of solo vs. group diners with healthy vs. indulgent (less healthy) entrées. The mediating role of consumption orientation and the moderating role of amount of menu nutrition information were further explored to understand the mechanism and a boundary condition. Methods: A scenario-based online survey was developed using a 2 (dining social context: solo vs. with others) × 3 (amount of menu nutrition information: no nutrition information vs. calories vs. calories/fat/sodium), between-subjects, experimental design. Consumers' level of nutrition involvement was controlled. A nationwide survey data (n = 224) were collected from a crowdsourcing platform in the U.S. Data were analyzed using multivariate analysis of covariance, independent t-test, univariate analysis of covariance, and moderated mediation analyses. Results: Findings reveal that solo (vs. group) diners have less (vs. more) intentions to order indulgent menu items due to a more utilitarian (vs. more hedonic) consumption orientation in restaurant dining. Findings also show that solo (vs. group) diners have more (vs. less) intentions to order healthy menu items when the restaurant menu presented nutrition information including calories, fat, and sodium. Conclusions: The findings contribute to the literature of foodservice management, healthy eating, and consumer behavior by revealing a mechanism and an external stimuli of solo vs. group diners' healthy menu-decision making process in restaurants. Furthermore, the findings provide restauranteurs and health professionals with insights into the positive and negative impacts of menu nutrition labelling on consumers' menu-decisions.

Keywords

References

  1. OECD International Futures Programme. The future of families to 2030: Projections, policy challenges, and policy options. A synthesis report [internet]. Paris, France: OECD Publications; 2011 [cited 2021 May 1]. Available from: https://www.oecd.org/futures/49093502.pdf.
  2. U.S. Census Bureau. Table HH-4. Households by size: 1960 to present [internet]. 2018 [cited 2021 May 1]. Available from: https://www.census.gov/data/tables/time-series/demo/families/households.html.
  3. Eurostat. Household size [internet]. 2019 [cited 2021 May 1]. Available from: https://ec.europa.eu/eurostat/statistics-explained/index.php/Household_composition_statistics#Household_size.
  4. Goodwin C, Lockshin L. The solo consumer: Unique opportunity for the service marketer. J Serv Mark 1992; 6(3): 27-36. https://doi.org/10.1108/08876049210035908
  5. Ratner RK, Hamilton RW. Inhibited from bowling alone. J Consum Res 2015; 42(2): 266-283.
  6. McLynn K. Consumers are alone over half of eating occasions as a result of changing lifestyles and more single-person households [internet]. The NPD Group; 2014 [cited 2021 May 1]. Available from: https://www.npd.com/wps/portal/npd/us/news/press-releases/consumers-are-alone-over-half-of-eating-occasionsas-a-result-of-changing-lifestyles-and-more-single-personhouseholds-reports-npd/.
  7. PR Newswire. OpenTable study reveals rise in solo dining [internet]. 2015 [cited 2021 May 1]. Available from: http://www.prnewswire.com/news-releases/opentable-study-reveals-rise-insolo-dining-300155418.html.
  8. Herman CP. The social facilitation of eating. A review. Appetite 2015; 86: 61-73. https://doi.org/10.1016/j.appet.2014.09.016
  9. Danesi G. Pleasures and stress of eating alone and eating together among French and German young adults. Menu J Food Hosp Res 2012; 1: 77-91.
  10. Heimtun B. The holiday meal: Eating out alone and mobile emotional geographies. Leisure Stud 2010; 29(2): 175-192. https://doi.org/10.1080/02614360903261495
  11. Lahad K, May V. Just one? Solo dining, gender and temporal belonging in public spaces. Sociol Res Online 2017; 22(2): 176-186. https://doi.org/10.5153/sro.4270
  12. Her ES, Seo SB. Why not eat alone? The effect of other consumers on solo dining intentions and the mechanism. Int J Hosp Manag 2018; 70: 16-24. https://doi.org/10.1016/j.ijhm.2017.10.019
  13. Hwang Y, Shin J, Mattila AS. So private, yet so public: The impact of spatial distance, other diners, and power on solo dining experiences. J Bus Res 2018; 92: 36-47. https://doi.org/10.1016/j.jbusres.2018.07.004
  14. Shin J, Hwang Y, Mattila AS. Dining alone? Solo consumers' self-esteem and incidental similarity. J Serv Mark 2018; 32(6): 767-776. https://doi.org/10.1108/JSM-06-2017-0213
  15. Gardner M, Wansink B, Kim J, Park SB. Better moods for better eating: How mood influences food choice. J Consum Psychol 2014; 24(3): 320-335. https://doi.org/10.1016/j.jcps.2014.01.002
  16. Baumeister RF. Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior. J Consum Res 2002; 28(4): 670-676. https://doi.org/10.1086/338209
  17. Kivetz R, Keinan A. Repenting hyperopia: An analysis of selfcontrol regrets. J Consum Res 2006; 33(2): 273-282. https://doi.org/10.1086/506308
  18. Fujita K, Trope Y, Liberman N, Levin-Sagi M. Construal levels and self-control. J Pers Soc Psychol 2006; 90(3): 351-367. https://doi.org/10.1037/0022-3514.90.3.351
  19. Trope Y, Liberman N. Construal-level theory of psychological distance. Psychol Rev 2010; 117(2): 440-463. https://doi.org/10.1037/a0018963
  20. Fedorikhin A, Patrick VM. Positive mood and resistance to temptation: The interfering influence of elevated arousal. J Consum Res 2010; 37(4): 698-711. https://doi.org/10.1086/655665
  21. van Beek J, Handgraaf MJ, Antonides G. Time orientation and construal level: Effects on eating and exercising behaviour and preferences. Int J Consum Stud 2017; 41(1): 54-60. https://doi.org/10.1111/ijcs.12313
  22. Yoon HJ, George T. Nutritional information disclosure on the menu: Focusing on the roles of menu context, nutritional knowledge and motivation. Int J Hosp Manag 2012; 31(4): 1187-1194. https://doi.org/10.1016/j.ijhm.2012.02.006
  23. Werle CO, Wansink B, Payne CR. Is it fun or exercise? The framing of physical activity biases subsequent snacking. Mark Lett 2015; 26(4): 691-702. https://doi.org/10.1007/s11002-014-9301-6
  24. Nguyen TVT, Ryan RM, Deci EL. Solitude as an approach to affective self-regulation. Pers Soc Psychol Bull 2018; 44(1): 92-106. https://doi.org/10.1177/0146167217733073
  25. Dhar R, Wertenbroch K. Consumer choice between hedonic and utilitarian goods. J Mark Res 2000; 37(1): 60-71. https://doi.org/10.1509/jmkr.37.1.60.18718
  26. Ha J, Jang SS. Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants. Int J Hosp Manag 2010; 29(1): 2-13. https://doi.org/10.1016/j.ijhm.2009.03.009
  27. Khan U, Dhar R, Wertenbroch K. A behavioral decision theory perspective on hedonic and utilitarian choice. In: Ratneshwar S, Mick DG, editors. Inside consumption: Consumer motives, goals, and desires. London and New York: Routledge; 2005. p. 144-165.
  28. Ponnam A, Balaji MS. Matching visitation-motives and restaurant attributes in casual dining restaurants. Int J Hosp Manag 2014; 37: 47-57. https://doi.org/10.1016/j.ijhm.2013.10.004
  29. Kozup JC, Creyer EH, Burton S. Making healthful food choices: The influence of health claims and nutrition information on consumers' evaluations of packaged food products and restaurant menu items. J Mark 2003; 67(2): 19-34. https://doi.org/10.1509/jmkg.67.2.19.18608
  30. Wei W, Miao L. Effects of calorie information disclosure on consumers' food choices at restaurants. Int J Hosp Manag 2013; 33: 106-117. https://doi.org/10.1016/j.ijhm.2012.06.008
  31. U.S. Food and Drug Administration. Menu labeling requirements [internet]. 2019 [cited 2021 May 1]. Available from: https://www.fda.gov/food/food-labeling-nutrition/menu-labelingrequirements.
  32. Howlett EA, Burton S, Bates K, Huggins K. Coming to a restaurant near you? Potential consumer responses to nutrition information disclosure on menus. J Consum Res 2009; 36(3): 494-503. https://doi.org/10.1086/598799
  33. Droms C. When I go out to eat I want to enjoy myself: An investigation into consumers' use of nutrition information. Adv Consum Res 2006; 33(1): 282-283.
  34. Thompson GM. Mythical revenue benefits of reducing dining duration in restaurants. Cornell Hosp Q 2009; 50(1): 96-112. https://doi.org/10.1177/1938965508328422
  35. U.S. Department of Health and Human Services & U.S. Department of Agriculture. 2015 - 2020 Dietary Guidelines for Americans. 8th ed [internet]. 2015 [cited 2021 May 1]. Available from: https://health.gov/dietaryguidelines/2015/guidelines/.
  36. Chandler J, Shapiro D. Conducting clinical research using crowdsourced convenience samples. Annu Rev Clin Psychol 2016; 12: 53-81. https://doi.org/10.1146/annurev-clinpsy-021815-093623
  37. Chernev A, Gal D. Categorization effects in value judgments: Averaging bias in evaluating combinations of vices and virtues. J Mark Res 2010; 47(4): 738-747. https://doi.org/10.1509/jmkr.47.4.738
  38. Lee K, Conklin M, Cranage DA, Lee S. The role of perceived corporate social responsibility on providing healthful foods and nutrition information with health-consciousness as a moderator. Int J Hosp Manag 2014; 37: 29-37. https://doi.org/10.1016/j.ijhm.2013.10.005
  39. U.S. Food and Drug Administration. Nutrition facts label [internet]. n.d. [cited 2021 May 1]. Available from: https://www.accessdata.fda.gov/scripts/interactivenutritionfactslabel/#intro.
  40. Kwon S, Jang SS. Price bundling presentation and consumer's bundle choice: The role of quality certainty. Int J Hosp Manag 2011; 30(2): 337-344. https://doi.org/10.1016/j.ijhm.2010.08.001
  41. Chandon P, Wansink B. The biasing health halos of fast-food restaurant health claims: Lower calorie estimates and higher sidedish consumption intentions. J Consum Res 2007; 34(3): 301-314. https://doi.org/10.1086/519499
  42. Hayes AF. Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: Guilford Press; 2013.
  43. Byrd K, Almanza B, Ghiselli RF, Behnke C, Eicher-Miller HA. Adding sodium information to casual dining restaurant menus: Beneficial or detrimental for consumers? Appetite 2018; 125: 474-485. https://doi.org/10.1016/j.appet.2018.02.025
  44. Kwon AR, Yoon YS, Min KP, Lee YK, Jeon JH. Eating alone and metabolic syndrome: A population-based Korean National Health and Nutrition Examination Survey 2013-2014. Obes Res Clin Pract 2018; 12(2): 146-157. https://doi.org/10.1016/j.orcp.2017.09.002
  45. Tani Y, Kondo N, Takagi D, Saito M, Hikichi H, Ojima T et al. Combined effects of eating alone and living alone on unhealthy dietary behaviors, obesity and underweight in older Japanese adults: Results of the JAGES. Appetite 2015; 95: 1-8. https://doi.org/10.1016/j.appet.2015.06.005
  46. Charlton KE. Elderly men living alone: Are they at high nutritional risk? J Nutr Health Aging 1999; 3(1): 42-47.
  47. Pearson JM, Schlettwein-Gsell D, van Staveren W, de Groot LCPGM. Living alone does not adversely affect nutrient intake and nutritional status of 70-to 75-year-old men and women in small towns across Europe. Int J Food Sci Nutr 1998; 49(2): 131-139. https://doi.org/10.3109/09637489809089393
  48. Takeda W, Melby MK. Spatial, temporal, and health associations of eating alone: A cross-cultural analysis of young adults in urban Australia and Japan. Appetite 2017; 118: 149-160. https://doi.org/10.1016/j.appet.2017.08.013
  49. Oregon Health Authority. Menu labeling law: For restaurants [internet]. n.d. [cited 2021 May 1]. Available from: https://www.oregon.gov/oha/PH/PreventionWellness/Nutrition/MenuLabeling/Pages/restaurants.aspx.
  50. Hrynowski Z. What percentages of Americans are vegetarian? [internet]. Gallup; 2019 [cited 2021 May 1]. Available from: https://news.gallup.com/poll/267074/percentage-americansvegetarian.aspx.