Food compensation: do exercise ads change food intake?
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RESEARCH
Open Access
Food compensation: do exercise ads change food intake? Ellen van Kleef1*, Mitsuru Shimizu2, Brian Wansink2
Abstract Background: Past research has shown that promotional messages such as food advertising influence food consumption. However, what has gone largely unexplored is the effect of exercise advertising on food intake. This study experimentally tested the effects of exposure to exercise commercials on food intake at a lunch meal as compared to the effects of control commercials. Methods: Prior to eating lunch, 125 participants (71 women, 54 men) watched 8 commercials, either all related to exercise or fitness (n = 67) or neutral products (i.e. car insurance) (n = 58). The meal consisted of a pasta dish with tomato sauce, salad and chocolate pudding. The post-lunch questionnaire included questions about body mass index, exercise habits, motivation and dietary restraint. Results: Participants exposed to exercise commercials reduced their caloric intake by 21.7% relative to the control condition. Additionally, watching exercise messages increased the perceived healthiness and liking of the meal. Although exercise habits and intentions did not moderate the effect of commercial condition on food intake, we also found that this intake reduction was driven by participants with higher body mass index levels. Conclusions: These results imply that exercise messages may serve as a reminder of the link between food and physical activity and affect food consumption. It also highlights the need for increased awareness that these messages have powerful influences not only on exercise behavior, but also on closely related behaviors such as eating.
Background Many health benefits are associated with physical activity such as a positive mental health [1] and a lower risk of chronic diseases, for example coronary heart disease, diabetes, certain types of cancer and osteoporosis [2]. However, due to the obesity crisis and rapidly declining physical activity levels in many countries world wide, promoting physical activity has been identified as a major public health priority [3]. Both a reduction of food intake and an increase in physical exercise are seen as highly necessary and complementary routes in the battle against overweight and obesity [4]. Numerous initiatives, (inter)national guidelines and campaigns have emphasized the significant role physical activity plays in maintaining good health and preventing diseases. Unfortunately, these efforts have so far not translated into * Correspondence: [email protected] 1 Wageningen University, Marketing and Consumer Behaviour Group, Hollandseweg 1, 6706 KN Wageningen, the Netherlands Full list of author information is available at the end of the article
increased physical activity levels. The effectiveness of physical activity promotion has been the topic of extensive research [5,6]. A key result of these studies is that although many people are aware of the health benefits of exercise, promotional media campaigns have little or no impact on exercise b
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