New study finds sharing food not as healthy as once believed
TORONTO -- As Canadians form new healthy eating goals for their New Year’s resolutions, a new study is shedding light on what was once believed to be a healthier way of eating. Researchers at Ryerson University’s Ted Rogers School of Management and York University have published a new study that shows food sharing may be encouraging excessive caloric intake.
The study (external link) , published in the Journal of Consumer Psychology, looks at why people underestimate the fattening potential of shared food and how companies should factor this into their marketing plans when advertising products that are “perfect for sharing.”
“When people eat from their own plates, they feel that they own the food on that plate. They accept the consequences of the calories they ingest and the possibility that these calories may lead to weight gain,” said Nükhet Taylor, professor of marketing management at the Ted Rogers School and co-author of the study. “In contrast, shared consumption means eating from a communal resource. This can erode individual ownership and lead people to underestimate the consequences of caloric intake.”
The research team conducted five studies with different populations and different food items. They showed participants some of the most popularly shared food items such as french fries, M&M’s and McNuggets. They found that participants perceived food as appearing less fattening when it is shared and that a lack of ownership over the shared food contributed to this.
These findings represent a cautionary note for companies that strive to engage in responsible marketing, as well as for public policy makers.
“Obesity is an increasingly widespread epidemic in North America, and the most common reason outside of genetic factors is the overconsumption of food,” said Theodore J. Noseworthy, professor of marketing at York University and Canada Research Chair in Entrepreneurial Innovation and the Public Good. “Companies need to be aware of the potential negative impact they may be having on consumers’ health when they engage in marketing campaigns that emphasize food sharing.”
Co-author and professor Nükhet Taylor is available for interviews upon request. She is an expert on consumer well-being, food consumption and digital marketing.
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Nadine Habib, Media Relations Specialist