Healthy Deliciousness”: Discovering the Secret to Healthy Eating Via Social Media
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“HEALTHY DELICIOUSNESS”: DISCOVERING THE SECRET TO HEALTHY EATING VIA SOCIAL MEDIA A DISSERTATION SUBMITTED TO THE GRADUATE DIVISION OF THE UNIVERSITY OF HAWAI‘I AT MANOA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN COMMUNICATION AND INFORMATION SCIENCES MAY 2018 By Weranuj Ariyasriwatana Dissertation Committee: Wayne Buente, Chairperson Dennis Streveler Rich Gazan Min-Sun Kim Luz Marina Quiroga Patricia Steinhoff i ABSTRACT There is abundant evidence that many people around the world are suffering from unsuitable food choices, even in populations that are capable of accessing and affording nutritious foods. The heart of the complication lies in the fact that human beings are mainly driven by sensory properties detectable in foods which might not always lead to healthy food choices since we are naturally drawn to sweet taste, salty taste, and foods that are calorie-dense. This interdisciplinary dissertation aims to promote healthy eating through the knowledge of “Healthy Deliciousness”—the intersection of healthiness and deliciousness. A corpus of 1,200 online reviews of the 48 most popular restaurants in Hawaii, from a leading social media site Yelp.com, was content analyzed. Each review was organized into quotes so a point on the continuum of healthiness, a point on the continuum of deliciousness, and various components of each menu item—both directly and indirectly related to healthiness or deliciousness—could be coded. I identified 11 main categories of healthiness, seven main categories of deliciousness, and nine main categories of “Healthy Deliciousness.” Main categories of healthiness include Ingredients and Nutrition; Senses of Health; Health-Related Cooking Methods and Seasoning; Health- Related Thoughts, Behaviors, Habits, and Lifestyles; Food Hygiene; Wellness; Literal Healthiness; Portion; Unhealthy Celebration; Healthiness that Touches the Heart; and Personal Signature of Healthiness. Main categories of deliciousness are Testimonial and Endorsement, Senses of Deliciousness, Restaurant, Consumer Behavior and Lifestyle, Culinary Affair, Matter of ii Heart, and Personal Signature. Main categories of “Healthy Deliciousness” comprise Kitchen, Senses of “Healthy Deliciousness,” “Healthy” and Delicious, Testimonial and Endorsement for “Healthy Deliciousness,” Hygienic Deliciousness, “Healthy Deliciousness” Detected in Consumer Behavior and Lifestyle, Compromised “Healthy Deliciousness,” “Healthy Deliciousness” in One’s Heart, Personal Signature for “Healthy Deliciousness.” The fact that many more findings of deliciousness were found than those of healthiness demonstrates the potential for new categories of “Healthy Deliciousness” by creative combinations of healthiness and deliciousness categories. Members of Yelp Elite Squad are more active than nonmembers in contributing expressions of deliciousness, healthiness, and “Healthy Deliciousness.” The realization of “Healthy Deliciousness”—the secret to sustainable healthy eating—lies in determination, mindfulness, and creativity. iii Table of Contents Chapter 1: Introduction and Problem Statement…………………………………………………………………1 Chapter 2: Literature Review…………..………………………………………………………………………………..15 Chapter 3: Methodology……………………………………………………………………………………………………62 Chapter 4: Categorization of Healthiness……………………………………………………….……….…………87 Chapter 5: Categorization of Deliciousness………………………………………………………………………132 Chapter 6: Categorization of “Healthy Deliciousness”………………………………………………………205 Chapter 7: Discussion, Implications, and Limitation & Direction of Future Study…………….237 References…………………………………………………………………………………………………………………..…….270 iv List of Tables Table 1.1 Race and Hispanic origin………………………………………………………………………………………….…5 Table 1.2. Percentage of people that consumed fruits and vegetables less than once a day………………………………………………………………………………………………………………………….…7 Table 2.1. Top ten Japanese tastiness expressions in 2009….…………………………………………….…….26 Table 3.1. Summary of sampled restaurants, reviews, and quotes by price range……………………69 Table 3.2. Univariate table: sample composition of Yelpers……………………………………………………..70 Table 3.3. Yelp reviewer characteristics by gender…………………………………………………………………..70 Table 3.4. Distribution of quotes by specificity of food/restaurant evaluation…………………………72 Table 3.5. Presence of healthiness, deliciousness, and “Healthy Deliciousness” by level of analysis……………………………………………………………………………………………………………………73 Table 3.6. Distribution of all quotes on continuum of healthiness and continuum of deliciousness……………………………………………………………………………………………………………73 Table 3.7: Distribution of quotes coded healthy, gray, and unhealthy by profile and price range………………………………………………………………………………………………………………74 Table 3.8: Distribution of quotes coded delicious, neutral/mix, and unpleasant by profile and price range………………………………………………………………………………………………………………76 Table 3.9. Summary of components…………………………………………………………………………………………79 Table 3.10. Percentage of agreement of main components and variables……………………………….82 Table 4.1. An overview of findings for categorizing healthiness……………………………………………….88 Table 4.2. Distribution of quotes containing vegetables as ingredients by demographic characteristics of Yelpers…………………………………………………………………………………………92 Table 4.3. Distribution of quotes containing fruits as ingredients by demographic characteristics of Yelpers………………………………………………………………………………………………………………..93 Table 5.1. An overview of findings for categorizing deliciousness…………………………………………..132 Table 5.2. Expressions of general terms…………………………………………………………………………………134 Table 5.3. Expressions of Delicious Words……………………………………………………………………………..146 Table 5.4. Distribution of quotes containing the term “delicious” by demographic characteristics of Yelpers………………………………………………………………………………………………………………147 Table 5.5. Expressions of Touch……………………………………………………………………………………………..152 Table 5.6. Distribution of quotes containing instances from the subcategory “Touch” by demographic characteristics of Yelpers…………………………………………………………………153 Table 5.7. Distribution of quotes containing instances from the subcategory “Taste” by demographic characteristics of Yelpers…………………………………………………………………157 Table 5.8. Expressions of Taste………………………………………………………………………………………………158 Table 5.9. Expressions of Flavors……………………………………………………………………………………………161 Table 5.10. Expressions of perceived prices……………………………………………………………………………169 Table 5.11. Expressions of Cooking Method/Technique…………………………………………………………189 Table 5.12. “Matter of Heart” Expressions……………………………………………………………………………..203 v Table 6.1. Distribution of quotes containing “Healthy Deliciousness” by demographic characteristics of Yelpers………………………………………………………………………………………206 Table 6.2. Distribution of Yelpers who contributed 383 quotes coded “Healthy” and “Delicious” by demographic characteristics of Yelpers…………………………………………………………….207 Table 6.3. Distribution of quotes containing “Healthy” and “Delicious” by specificity of food/restaurant evaluation……………………………………………………………………………………208 Table 6.4. Distribution of quotes (and reviews containing quotes) coded “Healthy” and “Delicious” by price range………………………………………………………………………………………208 Table 6.5. Distribution of quotes containing “Healthy Deliciousness” by star rating (assigned to each review by Yelpers)………………………………………………………………………………………….209 Table 6.6 Comparison between “Healthy” and “Delicious,” “Delicious” But Not Healthy, and “Healthy” But Not Delicious (N = 3,366 quotes)……………………………………………………..210 Table 6.7. An overview of findings for categorizing “Healthy Deliciousness”………………………….211 vi List of Figures Figure 1.1. A conceptual model of the components in the food choice process…………………….…..2 Figure 1.2. The consumer food choice model……………………………………………………………….……………3 Figure 1.3. Types of online service-oriented businesses……..………………………………………..……………9 Figure 1.4. An example of a Yelp review…………………………………………………………………………………….9 Figure 2.1. Food well-being (FWB) pinwheel……………………………………………………………….……………54 Figure 2.2. Concept map depicting the relationships between cognitive variables in social cognitive theory, theory of reasoned action, and health belief model……..…..55 Figure 2.3. The Health Belief Model (HBM) components and linkages……………………………………..56 Figure 3.1. Steps from data preparation to coding……………………………………………………………………78 Figure 4.1. “Categorization of healthiness” concept map…………………………………………..…………….90 Figure 5.1. “Categorization of deliciousness” concept map…………………………………………..……....133 Figure 5.2. “Testimonial & endorsement” concept map………………………………….…….……….………133 Figure 5.3. World cloud of general terms for evaluation that are positive……….…...……………….135 Figure 5.4. “Senses of deliciousness” concept map……..…………….………………………….……………….145 Figure 5.5. Word cloud of “Idioms & Slangs” for expressing deliciousness (higher end)………...149 Figure 5.6. “Texture” word cloud……………………………………………………………………………………………154 Figure 5.7: Poke-Pine from Alan Wong’s Restaurant………………………………………………………………163 Figure 5.8. “Restaurant” concept map……………………………………………………………………………………168 Figure 5.9. “Consumer behavior & lifestyle” concept map……..………………………………………………175 Figure 5.10. Ube mustache…………………………………………………………………………………………………….184 Figure 5.11. “Culinary affair of deliciousness” concept map………………………………………………..…188 Figure 5.12. “Personal signature” concept map………..……………………………………………………………194 Figure 5.13. “Matter of heart” word cloud…………………………………………………………………………….202 Figure 6.1. Concept map of “Healthy Deliciousness”.…………………………………………………………….212 vii List of Appendices Appendix A. Sampling of