abstract: This dissertation explores conditions under which food messages backfire among consumers leading them to engage in behaviors that are opposite to what was intended by the messages. The first essay shows when and how food-related warnings can backfire by putting consumers in a state of reactance. Across three studies, I demonstrate that dieters (but not nondieters) who see a one-sided message focusing on the negative aspects of unhealthy food (vs. a one-sided positive or neutral message) increase their desire for and consumption of unhealthy foods. In contrast, dieters who see a two-sided message (focusing on both the negative and positive aspects of unhealthy food) are more likely to comply with the message, thereby choosing fewer unhealthy foods. My research suggests that negatively-worded food warnings (such as PSAs) are unlikely to work – nondieters ignore them, and dieters do the opposite. Although preliminary, the findings also suggest that two-sided messages may offer a better solution. The second essay shows how certain messages advocating for genetically modified organisms (GMOs) can backfire by activating consumers’ thoughts about risk of GMOs. Across four studies, I demonstrate that strong anti-GMO (but not weak anti-GMO) consumers who see a pro-GMO message claiming that GMOs are safe for human consumption (vs. a neutral message) perceive higher risk from GMOs, resulting in more unfavorable attitudes toward GMOs and lower intentions to consume GMOs. My research also suggests that a pro-GMO message claiming that GMOs are beneficial will be more effective in persuading both strong and weak anti-GMO consumers. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2016

A preocupação crescente com o desenvolvimento de hábitos saudáveis e uma alimentação adequada vêm promovendo o avanço nas ciências dos alimentos, como também nas relações entre estes e o homem. Nas últimas décadas, a qualidade da análise sensorial tem sido estudada não apenas com base na interação entre o homem e o alimento, mas através da compreensão dos fatores subjetivos e emocionais que influenciam os consumidores. O interesse pelos aspectos emocionais que influenciam essas escolhas amplia os estudos para o terreno das ciências psicológicas, que procuram entender as bases neurocognitivas e analíticas do funcionamento cerebral como motivadores desses processos no homem. O trabalho em neurociência cognitiva tem vislumbrado novos paradigmas, com o desenvolvimento de novas técnicas de observação do cérebro, visando conhecer sua estrutura e função, além de permitir a associação de um comportamento clinico ou experimentalmente observado, não só a um correlato mental presumido, mas também a marcadores específicos da atividade mental observada. Neste sentido, a atividade elétrica cerebral adquirida usando-se o eletroencefalograma (EEG) vem sendo, recentemente, muito usada para monitoramento de eventos cerebrais. Portanto, este trabalho tem como objetivo propor um modelo de análise sensorial que permita avaliar quantitativamente a ação do estímulo gustativo no contexto cognitivo, utilizando o EEG. O experimento foi realizado no laboratório de Física Aplica e Computacional (LAFAC), na Universidade Estadual de São Paulo (USP), Campus Pirassununga, no período de maio/2011 a maio/2012, com 23 voluntários (13 do sexo feminino e 10 do sexo masculino), com idade entre 19 e 24 anos. Foram coletados os sinais de EEG destes voluntários no momento em que experimentavam 27 amostras do sabor doce, sendo nove delas a 0% (água), nove com 0,15% de sacarose (limiar) e nove com 5,0% (concentração máxima). Desta amostragem, foi selecionado um grupo de 7 voluntários (5 do sexo feminino e 2 do sexo masculino) para análise dos dados. Neste estudo constatou-se que quatro voluntários do sexo feminino e um do sexo masculino foram capazes de identificar, através de dados obtidos com o EEG, as diferentes dosagens de sacarose. Os resultados permitem concluir que o modelo de análise sensorial proposta, com a utilização de EEG, para avaliar os estímulos gustativos no contexto cognitivo foi satisfatória e permitiu com a utilização de processamento de sinais digitais e AGR (Análise Adaptativa de Gabor) quantificar com eficiência a percepção dos voluntários as diferentes dosagens apresentadas no experimento. Sugere-se que as diferentes percepções dos voluntários no geral, encontradas no EEG, representam as suas singularidades quanto aos significados atribuídos ao sabor e suas correlações. / The growing concern with the development of healthy habits and a balanced diet allows the progress in Food Science as well as in the relationship between human beings and food. In the last decades the quality of the sensorial analysis has been studied not based only on the interaction between human beings and food but also through the comprehension of subjective and emotional factors that influence customers. The interest in emotional aspects which influence such choices extends the studies to the field of Psychological Science that attempts to understand neurocognitive and analytical bases of brain functioning as motivating elements of those human processes. The work in Cognitive Neuroscience has glimpsed new paradigms due to the development of new techniques about brain observation with the purpose of getting to know its structure and function other than allowing the association of behavior observed experimentally or clinical behavior not considering only a presumed mental correlative but also specific markers of mental activity observed in advance. In that aspect the brain electrical activity acquired through electroencephalogram has been recently used to monitor brain events. Therefore, the aim of this work is to propose a sensorial analysis pattern which allows to evaluate quantitatively the action of taste stimuli within a cognitive context using electroencephalogram. The experiment was carried out in the Laboratory of Applied and Computational Physics (LAFAC) in the University of the State of São Paulo (USP), Pirassununga Campus, from May 2011 to May 2012 with 23 volunteers (13 women and 10 men) aging between 19 and 21 years old. The volunteers\' electroencephalogram signals were collected when they tasted 27 sweet flavored samples, being 9 of them with 0% of sucrose (water), 9 with 0.15% of sucrose (threshold), and 9 with 5% of sucrose (maximum concentration). Seven volunteers were selected from this experiment (5 women and 2 men) whose data was analyzed. In this study was found that four women and one man were able to identify, through the EEG data obtained with the different concentrations of sucrose. The results obtained allowed to conclude that the proposed sensorial analysis pattern using electroencephalogram to evaluate taste stimuli within the cognitive context was satisfactory and allowed, along with the use of digital signals processing and Gabor Adaptive Analysis (AGR), to analyze and to quantify efficiently the volunteers\' perception of different doses presented in the experiment. It is suggested that the different perceptions of volunteers in general, encountered in EEG, representing singularities as to the meanings attributed to taste and their correlations.

I studied food choices of four small passerine species in winter on an artifical source of food, a bird feeder. I did experiments with two different types of food. I proposed that birds would prefer the type of food with higher contain of fat and calories. Food preferences were shown, but independently on calories contain. Greenfinches always selected sunflower seeds. I conclude, this species is affected by tradition, because it is usually fed by sunflower seeds in all bird feeders in vicinity of experimental location. In the second series of experiments I presumed the birds would prefer the food of bigger size because of easier manipulation on a potentially dangerous spot, which bird feeder represents. Again, the choices of greenfinches and field sparrows were not affected by this factor. Great tits did not prefer any food type. Siskins on the other hand prefered smaller food type, apparently because of its better accessibility using their small beaks. In the third series of experiments I tested the effect of presence of a stuffed predator - a sparrowhawk. I presumed it would lower food selectivity in this dangerous situation. The birds visited the bird feeder significantly less fraquently than in the absence of predator, but the food choices were not affected.

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No / The number of young people in Europe who are not in education, employment or training (NEET) is increasing. Given that young people from disadvantaged backgrounds tend to have diets of poor nutritional quality, this exploratory study sought to understand barriers and facilitators to healthy eating and dietary health promotion needs of unemployed young people aged 16–20 years. Three focus group discussions were held with young people (n = 14). Six individual interviews and one paired interview with service providers (n = 7). Data were recorded, transcribed verbatim and thematically content analysed. Themes were then fitted to social cognitive theory (SCT). Despite understanding of the principles of healthy eating, a ‘spiral’ of interrelated social, economic and associated psychological problems was perceived to render food and health of little value and low priority for the young people. The story related by the young people and corroborated by the service providers was of a lack of personal and vicarious experience with food. The proliferation and proximity of fast food outlets and the high perceived cost of ‘healthy’ compared to ‘junk’ food rendered the young people low in self-efficacy and perceived control to make healthier food choices. Agency was instead expressed through consumption of junk food and drugs. Both the young people and service providers agreed that for dietary health promotion efforts to succeed, social problems needed to be addressed and agency encouraged through (individual and collective) active engagement of the young people themselves.

Yes / This analysis has been conducted to explore the validity and reliability of the Food Choice Questionnaire (FCQ) across 9 European countries. Variation in the factor structure and the perceived importance of food choice motives have been compared cross-nationally. Volunteers (N = 9381) were recruited from an existing panel of a social research agency to take part in the Food4Me survey in Germany, Greece, Ireland, Poland, Portugal, Spain, the Netherlands, the UK and Norway. The survey was administered on-line. Configural, metric and scalar invariance fell within acceptable limits and were consistent across the 9 countries. All reliability parameters were above acceptable levels. Factor analysis confirmed that all items loaded onto the same 9 factors established by Steptoe and Pollard (1995). There was highly significant agreement in the relative importance of food choice factors between countries. Price was ranked as most important food choice factor in five countries (Spain, Greece, Ireland, Portugal and the Netherlands),sensory appeal was ranked first for three countries (Norway, Germany and the UK) while natural content was ranked as the most important factor in Poland. Familiarity and ethical concern were consistently ranked as least important in all countries. These data suggest that the FCQ is a suitable tool for exploring food choice motives across different European populations. Differences in relative importance of factors within countries may need to be taken into account in dietary health intervention and food product development.

Yes / Purpose: The purpose of this research has been to investigate whether burnout and eating behaviour traits were associated with food intake. Design/methodology/approach: Participants (n=109) 78 per cent female, mean age 39 years, were recruited from various occupations within a UK university to complete an on-line survey. Dietary habits were measured using Food Frequency Questionnaire (FFQ), burnout using the Maslach Burnout Inventory (MBI) and eating behaviour traits using the Three Factor Eating Questionnaire (TFEQ) R18. Findings: Principal component analyses of FFQ responses revealed four dietary patterns: fast/junk food (+chicken and low fruit/vegetables); meat/fish; dairy/grains; beans/nuts. Dietary patterns were examined using multiple regression analysis as outcome variables with age, gender, burnout and eating behaviour traits as explanatory variables. More frequent consumption of “junk/fast food” was associated with lower TFEQ-Cognitive Restraint, higher TFEQ-Uncontrolled Eating (UE), lower MBI-Emotional Exhaustion and higher MBI-Depersonalisation. More frequent consumption of beans/nuts was associated with higher TFEQ-UE and higher MBI-Emotional Exhaustion. Models for meat/fish and grains/dairy dietary patterns were not significant. Research limitations/implications: Burnout may need to be considered to reduce junk food consumption in higher education employees. Causality between burnout, eating behaviour traits and food consumption requires further investigation on larger samples. Originality/value: This appears to be the first study to have explored associations between burnout, eating behaviour traits and dietary patterns.

The life of work has undergone major changes. Globalization and liberalization is contributing to the fact that many companies often require flexibility regarding ability to work around the clock when they are hiring new staff. The fact that the health is poorer among evening and night shift workers compared to daytime workers is widely documented. The conditions for evening and night shift workers to maintain healthy habits are not considered to be good. The aim of the study was to investigate shift workers in the engineering industry’s experiences of what influences their food choices during the work shift. The study was based on a qualitative method with a phenomenological approach. Semi- structured interviews were used for collection of data. The result showed three main themes which affect the shift workers food choice. Within the themes were three factors identified: the conditions of the workplace, the ambition of balance between work and leisure and also physical and mental wellbeing. The result is not transferable to all shift workers, but the experiences that have emerged in the study are valuable to take into consideration in new sociological studies about food choice within the engineering industry. The individual at the workplace have a major responsibility for their food choice even though the design of the workplace has proven to be one of the major factors of influencing the food choice during working hours. Therefore should higher requirements be imposed on employers when it comes to health promotion linked to eating habits and the abilityof workers to make healthy food choices during work hours. / Arbetslivet har genomgått stora förändringar. Globalisering och avreglering bidrar till att företag ofta kräver arbetstidsmässig flexibilitet hos personal när de anställer. Att hälsan är sämre bland de skiftarbetare vilka  arbetar kvälls- eller nattskift jämfört med dagtidsarbetare är vida dokumenterat. Kvälls- och nattskiftsarbetarnas förutsättningar till hälsosamma vanor anses inte vara goda. Syftet med studien har varit att undersöka skiftarbetare inom verkstadsindustrins upplevelser av vad som påverkar deras matval under skiftarbetet. Studien utgick från en kvalitativ metod med fenomenologisk inriktning. Semi- strukturerade intervjuer användes som datainsamlingsmetod. Resultatet visade på tre övergripande teman som berör skiftarbetares matval. Ur dessa teman plockades tre faktorer fram: arbetsplatsens förutsättningar, strävan efter balans mellan arbete och fritid  samt fysiskt och psykiskt välmående. Resultatet är inte överförbart på alla skiftarbetare men upplevelserna vilka framkommit i studien är värdefulla att ta i beaktning i nya sociologiska studier kring matval inom verkstadsindustrin. Individen på arbetsplatsen har ett stort eget ansvar för sina matval trots att en av de största påverkansfaktorerna för matvalet visat sig vara arbetsplatsens utformning. Därför bör högre krav ställas på arbetsgivare när det kommer till hälsofrämjande arbete kopplat till matvanor och möjligheten för arbetstagare att göra hälsosamma matval under arbetstid.