Viðburðir framundan Lagadeild Tölvunarfræðideild Viðskiptadeild Verkfræðideild Iðn- og tæknifræðideild Íþróttafræðideild Sálfræðideild Kynning á doktorsverkefni Michal Folwarczny - Anticipated food scarcity and food preferences 24.11.2021, 11:30 - 12:30 Department of Business Administration - Michal Folwarczny Michal Folwarczny will present and discuss his PhD thesis Wednesday, November 24 at 11:30. The presentation is open to the public and will be streamed online. Title: ANTICIPATED FOOD SCARCITY AND FOOD PREFERENCES Author: Michal Folwarczny Supervisor: Dr. Valdimar Sigurðsson Date and Time: November 24th at 11:30 – 12:30 Location: Link to online stream Abstract In the recent decade, marketing literature has acknowledged the advantages of applying an evolutionary lens to understand consumer behavior in different domains. Food choice context is one such domain, having implications for societal well-being, especially for public health and addressing environmental issues. In this thesis, I investigate how mechanisms that have emerged as adaptations to food scarcity—frequent throughout human history—affect modern consumers' food preferences, potentially leading to maladaptive outcomes. In Paper I, we highlight that selection pressures adjusted humans to forage in ancestral, hostile environments when they were wandering between periods of food scarcity and food sufficiency. Consequently, consumers often fail to choose foods appropriate to their current needs in contemporary retail contexts. Rather than attempting to override these hardwired and evolutionarily outdated food preferences, we recommend policymakers leverage them in such a way that facilitates healthier food choices. A series of studies reported in Paper II show that exposing people to climate changeinduced food scarcity distant in time and space shifts their current food preferences. Specifically, people exposed to such video content exhibit a stronger preference toward energy-dense (vs. low-calorie) foods than their peers exposed to a control video. In Paper III, we aimed to account for potential confounds stemming from the control video used in studies reported in Paper II. Additionally, we strived to conceptually replicate these earlier findings by exposing participants to subtle cues to food scarcity—a winter forest walk. Although not all studies yielded significant results at conventional levels, this empirical package—when taken together—corroborated the earlier findings. iv Despite that studies described in Papers II–III provided a shred of empirical evidence showing a potency of food scarcity cues in increasing preferences toward energy-dense (vs. low-calorie) products, it was still unclear what drove such a shift in food liking. Thus, in Paper IV, we have developed and psychometrically validated the Anticipated Food Scarcity Scale (AFSS), measuring the degree to which people perceive food resources as becoming less available in the future. Aside from being a candidate mechanism partially explaining findings reported in Papers II–III, anticipated food scarcity (AFS) is also related to some aspects of prosociality. Studies presented in this thesis suggest that when environmental cues to food scarcity are present, people show a stronger preference toward energy-dense (vs. low-calorie) foods than their peers unexposed to such cues. Policymakers should consider these results when designing climate change and other similar campaigns, as such communication often depicts food scarcity. Additional research may explore the possibility that exposure to food scarcity cues affects food choices. Considering that we found AFS correlated with certain prosocial attitudes, it is a new psychological construct that warrants future investigation through multidisciplinary research. Vinsamlegast athugið að á viðburðum Háskólans í Reykjavík (HR) eru teknar ljósmyndir og myndbönd sem notuð eru í markaðsstarfi HR. Hægt er að nálgast frekari upplýsingar á ru.is eða með því að senda tölvupóst á netfangið: personuvernd@ru.is // Please note that at events hosted at Reykjavik University (RU), photographs and videos are taken which might be used for RU marketing purposes. Read more about this on our ru.is or send an e-mail: personuvernd@ru.is Á þessu vefsvæði eru notaðar vafrakökur til þess að tryggja bestu mögulegu upplifun notenda. Fáum við þitt leyfi til að nota mælingar Google Analytics, Facebook Pixel og Siteimprove til að safna upplýsingum um notkun þína á vefnum? Já, það er í góðu lagiNei Sjáðu nánar í vefkökustefnu okkar hvaða áhrif svar þitt hefur. 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