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2021 | OriginalPaper | Chapter

Health, Pleasure, Physical Appearance: Which Motivates Food Involvement Mostly?

Authors : Ana Teresa Tavares, Rita Espanha, Sandra Miranda

Published in: Advances in Design and Digital Communication

Publisher: Springer International Publishing

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Abstract

The study of involvement is grounded in its widely accepted role as a mediator of the effects and effectiveness of advertising messages, having already shown evidence of its impact on target audiences’ receptivity to communication.

This article is the outcome of research that aimed to understand the motivations underlying food involvement, assuming they can be three: health, physical appearance and pleasure.

A quantitative research strategy was adopted and a questionnaire survey was applied to a convenience sample, from which 1166 valid responses were obtained.

The main results indicate that individuals are generally involved with food, though women and the youngest age group (18–39 years old) have the highest level of food involvement. Food involvement is also most connected to the motivation pleasure, followed by health and, finally, physical appearance.

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Title: Health, Pleasure, Physical Appearance: Which Motivates Food Involvement Mostly?
Authors: Ana Teresa Tavares
Rita Espanha
Sandra Miranda
Publisher: Springer International Publishing
Book: Advances in Design and Digital Communication
Print ISBN: 978-3-030-61670-0

Electronic ISBN: 978-3-030-61671-7

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-3-030-61671-7_37

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