City Research Online

Abstract

The present article examines how the presence of others from a different social group (i.e., outgroup audience) influences consumers’ food choices relative to the presence of others from their own social group (i.e., ingroup audience). In four studies, using various types of group memberships (race, university affiliation, and work affiliation), we first find that consumers are more likely to make healthy food choices in the presence of racial (Study 1) and university (Study 2) outgroup (vs. ingroup) audiences. Then, using an experimental causal-chain mediation approach, we show this effect occurs because consumers anticipate more negative judgment from outgroup (vs. ingroup) audiences (Studies 3a and 3b). We discuss the possible role of outgroup contact and diversity in promoting healthy eating.

Publication Type:	Article
Additional Information:	This is an open access article under the terms of the Creative Commons Attribution‐NonCommercial‐NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non‐commercial and no modifications or adaptations are made.© 2022 The Authors.Psychology & Marketing published by Wiley Periodicals LLC.
Publisher Keywords:	food choice; healthy food; intergroup behavior; anticipated judgment; impression management
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General)
Departments:	Bayes Business School > Management

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