Not Eating Enough Overcoming Underconsumption of Military Operational Rations (1995) / Chapter Skim
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18 Eating Situations, Food Appropriateness, and Consumption
18 Eating Situations, Food Appropriateness, and Consumption
Pages 341-360
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From page 341... ...
Obviously people eat more or less depending on their perception of how hungry they are. This hunger is not necessarily related to physiological conditions associated with hunger or satiation at the stomach or cellular level, but rather to the individual's own perception of hunger.
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From page 342... ...
In a broad sense this term covers all the aspects of the context in which food is eaten; thus ambient physical conditions, meal occasions, attitudinal states, and social environments can be included under this variable. The dichotomous nature of consumption as shown in Table 18-1 is for illustrative purposes only.
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From page 343... ...
The beverages were grouped into four categories: water-based, hot adult, juices, and milk-based drinks. The use contexts included situational characteristics of physical state, meal, social situation, and time of year.
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From page 344... ...
. Context-specific Ideal Attributes Closest to Context Use Contexts Beverage Clusters Ideal During the summer Water-based drink Not relaxing, sour, thirst quenching During the winter Hot adult drinks Served very hot, good for my health, energy giving For breakfast Juices Primarily for children, good for my health, energy giving For lunch Hot adult drink Served very hot, best with food, not thirst quenching When friends come to dinner Hot adult drinks Primarily for adults, sour, light When you are thirsty Water-based drinks Not relaxing, sour, thirst quenching When you wish to relax Water-based drinks Relaxing, sweet, not thirst quenching When you need a pick-me-up Milk-based drinks Served very hot, good for my health, energy giving SOURCE: Hugstad et al.
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From page 345... ...
r BeverageMeatSnack SourceProductsProductsProductsFast Foods Consumers (C) 0.54.66.78.1 Situations (S)
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From page 346... ...
Clearly, trying to understand purchase behavior on the basis of the product alone without regard to the situation provides a very weak understanding of consumer behavior. FOOD COGNITIVE-CONTEXT RESEARCH A number of studies conducted by food researchers in the cognitive area point to the importance of understanding food consumption by using appropriateness measures.
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From page 347... ...
EA TING SITUA TIONS AND FOOD APPROPMA TENESS _ ~ w men in a Four-City Study Food Items Pie Potato salad Milk Tomatoes Chicken Coffee Jell-O American Cheese Shrimp Tea Chili Vegetable soup Liver Fish Soft drinks Meat loaf TV dinners Watermelon Steak Wine Dry cereal Cake Dip Chop suey Apples Chitterlings Bread Hamburger 347 Yogurt Roast beef Spaghetti Fried eggs Green salad Orange juice Ice cream Baked beans Rice Carrots Bagels Broccoli Cottage cheese Peanut butter French fries Ham Peas Strawberries Potato chips una Pizza Hot dogs Pickles Onions Parsley Candy bars Bacon Tacos T SOURCE: Schutz et al.
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From page 348... ...
The respondents, 25 males and 25 females chosen at random from the Reading area, rated the appropriateness of each of the foods for each of the usessituations on the same 7-point appropriateness scale, and in addition they gave information on the frequency of consumption of each of the items in times per day, week, or month. Respondents also rated the importance of six consider
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From page 349... ...
In addition the data collected have a reasonable level TABLE 18-9 Rank Order of 5 Highest Appropriateness Means for Factor Representative Uses and Preference for 56 Foods I Really like Steak Roast beef Salad Strawberries Spaghetti II For teenagers Ice cream Milk Hamburger Pizza Jell-O IV As a main dish V At parties III Unhappy Coffee Tea Wine Ice cream Strawberries V] Inexpensive Roast beef Dip Jell-O Steak Potato chips Hamburger Chicken Coffee Spaghetti Spaghetti Wine Vegetable soup Meat loaf Cake Meat loaf SOURCE: Schutz (1989)
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From page 350... ...
study, which could be due to either the difference in the United Kingdom versus United States populations or to the 15-year difference in the time the studies were conducted. The attribute PCA for the United Kingdom also resulted in more factors, in this case, 10.
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From page 351... ...
EATING SITUATIONS AND FOOD APPROPRIATENESS · When I want something spicy · In a sandwich · High in fiber · For dessert A food that freezes well 351 To determine the relative importance of demographics, appropriateness (representatives of the 10 use factors given above) , and other attitude data related to frequency of consumption, a series of stepwise multiple regression TABLE 18-1 1 Kingdom Study Mean Frequency of Consumption per Month in United Average per Average per Food Month Food Month Tea 103.32 Chips 5.34 Milk 72.15 Wine 5.26 Coffee 61.67 Bacon 4.50 Skimmed milk 46.27 Ham 4.34 Bread 44.65 Ice cream 4.27 Butter 29.84 Pasta 4.01 Wholemeal bread 28.05 Fried eggs 3.24 Biscuits 22.99 Broccoli 2.99 Breakfast cereal 18.95 Frozen meals 2.92 Orange juice 18.14 Sausage 2.85 Cheddar cheese 15.09 Bacon and eggs 2.75 Apples 13.19 Fruit cake 2.13 Soft tizzy drink 12.24 Fish and chips 2.01 Crisps 10.88 Vegetable soup 1.98 Tomatoes 9.99 Curry 1.76 Yogurt 9.41 Steak 1.31 Chocolate bars 9.28 Roast beef 1.25 Peas 9.05 Cottage cheese 1.21 Carrots 7.25 Pizza 1.19 Green salad 6.79 Liver 1.07 Chicken 6.06 Hamburger 1.03 Baked beans 5.88 Prawns 0.92 Beer 5.70 Strawberries 0.84 Fish 5.44 Pork pie 0.64 Rice 5.43 Chop Sucy 0.39
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From page 352... ...
Examining Table 18-12 reveals that although the "really like" variable can be found in a variety of equations, it is not always there, and it is not alone in its ability to predict consumption. The data support the contention that in order to understand consumption or underconsumption, it is important to know more TABLE 18-12 Selected Multiple Regressions Predicting Frequency of Consumption Tom Demographics, Appropriateness, and Food Considerations .
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From page 353... ...
In this author's opinion, involvement represents a missing link in the explanation of why attitudes do not predict behavior to a greater degree than has been found in most research studies. It appears from consumer behavior research that some attitudes toward food or other goods are indicated by respondents when they are asked the questions, not because they consider them relevant, but simply because they feel it is appropriate to respond.
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From page 354... ...
Ten situations were selected to represent basic situation components, and a ballot form was prepared for each food to be rated. During standard panel acceptance studies, respondents rated the foods they received on the 10 situation scales using the 7-point appropriateness scale (in addition to the 9-point hedonic rating scale)
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From page 357... ...
The reasons one might influence the selection or availability of particular items for the military or civilians might differ, but it should be possible to do a better job of matching particular foods to particular situations in the military and vice versa. Although the data and ideas described in this chapter were based on civilian respondents, there is no reason to believe the same type of information would not be found in the military population.
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From page 358... ...
Rock, and D Engell 1992 Effects of time of day and appropriateness on food intake and hedonic ratings at morning and midday.
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From page 359... ...
That is why I say we have to look at the specific military situations, not just the situation generalized from the civilian one.
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From page 360... ...
Not Eating Enough, 1995 Pp.
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