Positive attitude in turn leads to healthy eating

Study now has it that people with a positive attitude eat more healthily. It basically is based on a theory known as the regulatory focus on consumers' involvement in nutrition. This talks about the time and effort that they put to find out about nutritious food and nutrition in general. The regulatory focus says that there are fundamental differences among people with two aspects. One is promotion while the other one is prevention guiding behaviour.

People with a promotion focus are more inclined towards positive outcomes, which includes healthy behaviours. And those with a prevention focus are more concentrated on negative consequences which includes avoiding unhealthy behaviours.

A consumer's decision that is based on eating behaviours and nutrition leads to consequences like obesity and other illnesses. Consumers receive advice about nutrition from various sources on a daily basis. But study says that the effectiveness of the same will vary between males and females and also between high and low income groups.

KishorePillai, a professor of retail and marketing at UEA's Norwich Business School says, "The higher aspiration levels of promotion focused consumers will lead to greater involvement with nutrition to enhance their well-being."