Content and goal of the research project
The main idea of this project is to activate consumer motives with external cues, which will lead to behaviour in line with health. One example is eating in groups. We adapt the amount we eat to the amount others eat. Here, social motives are more important than hunger or health related-motives. However, the presence of weight-related cues, such as a scale or an image of a thin figure by Giacometti, activates a motive to care about health. As a result, the amount you eat is now independent of others. The motive to care about health becomes operative and more important than social motives. In this example it is not knowledge that changes the behaviour, but external cues, which activate a motive, that change the behaviour.
Scientific and social context of the research project
The transfer of knowledge about nutrition does not change our diet. According to the latest Swiss Nutrition Report, the correlation between the knowledge about healthy food and our behavior is so little, that knowledge only explains 2 percentages of our eating behavior. Instead, motives have to be activated. This research project offers a basis for more effective interventions to encourage the consumer to make healthy choices.