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How Digital Versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices

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How Digital Versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices University of South Florida Scholar Commons Graduate Theses and Dissertations Graduate School April 2019 How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices Annika Abell University of South Florida, [email protected] Follow this and additional works at: https://scholarcommons.usf.edu/etd Part of the Marketing Commons, and the Other Psychology Commons Scholar Commons Citation Abell, Annika, "How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices" (2019). Graduate Theses and Dissertations. https://scholarcommons.usf.edu/etd/8323 This Dissertation is brought to you for free and open access by the Graduate School at Scholar Commons. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Scholar Commons. For more information, please contact [email protected]. How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices by Annika Abell A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy Department of Marketing Muma College of Business University of South Florida Major Professor: Dipayan Biswas, Ph.D. Donna Davis, PhD Maura Scott, Ph.D. Mark Bender, Ph.D. Date of Approval: March 18, 2019 Keywords: Digital Marketing, Dual Processing Theories, Online Ordering, Healthful Consumption Copyright © 2019, Annika Abell DEDICATION To my husband Alex and my daughter Avie for their love and support. ACKNOWLEDGEMENTS Thanks to my advisor Dr. Dip Biswas for being a mentor, advocate, and friend. I am forever grateful for the time and wisdom you shared with me. To my committee, thank you for your guidance, feedback, and encouraging words. To my office mate Iana, thank you for your friendship. Thank you Wendy and Megan, I very much appreciate your support over the last five years. This dissertation would not have been possible without the help of several additional people. I would like to thank my friend Miguel and the staff from Heights Pizza for enabling me to conduct research in the restaurant. Thanks to my husband’s family and Maristella for babysitting when I needed time to finish this work. Finally, I wish to thank my parents and sister for believing in me and my host parents, without whom I would have never started this journey. TABLE OF CONTENTS List of Tables ................................................................................................................................. iv List of Figures ..................................................................................................................................v Abstract .......................................................................................................................................... vi Introduction ......................................................................................................................................1 Theoretical Background ...................................................................................................................9 Digital versus Analog Mechanisms .....................................................................................9 Dual Processing Theories ..................................................................................................14 Dual Processing Theories and Food Choices .....................................................................16 Nutrition Involvement as Moderator of the Effect ............................................................18 Dual Processing Theories and Cognitive Load ..................................................................20 Alternative Account: Impression Management ................................................................21 Overview of Studies .......................................................................................................................24 Study 1: Field Study at a Major Restaurant Chain ........................................................................27 Results and Discussion ......................................................................................................28 Study 2: Scenario-Based Choice and Menu Healthfulness Evaluation .........................................30 Design, Participants, Procedure .........................................................................................30 Results and Discussion ......................................................................................................31 Study 3a: Main Effects of Ordering Mode on Food Choice and Menu Healthfulness Perceptions ...............................................................................................................................34 Pretest .................................................................................................................................34 Design, Participants, Procedure .........................................................................................35 Results ................................................................................................................................36 Impression Management as Alternative Explanation .......................................................39 Discussion ..........................................................................................................................40 Study 3b: Digital Versus Paper Menus and Main Effect on Menu Perceptions ............................41 Design, Participants, Procedure .........................................................................................41 Results and Discussion ......................................................................................................42 i Study 3c: Digital Versus Paper Menus and Main Effect on Menu Perceptions in a Field Setting ......................................................................................................................................43 Design, Participants, Procedure .........................................................................................43 Results and Discussion ......................................................................................................44 Study 4: Implicit Association Test: Associating Digital Versus Analog Words with Experiential or Cognitive Dimensions .....................................................................................46 Pretest .................................................................................................................................47 Design, Participants, Procedure .........................................................................................48 Results and Discussion ......................................................................................................49 Study 5: Digital Versus Paper Orders and Mediating Effects of Experiential Processing Mode ........................................................................................................................................51 Design, Participants, Procedure .........................................................................................51 Results ................................................................................................................................53 Test of Mediation ...............................................................................................................54 Test of Serial Mediation.....................................................................................................54 Discussion ..........................................................................................................................55 Study 6: Real Food Choices in a Digital Versus Non-Digital Context and Nutrition Involvement .............................................................................................................................57 Design, Participants, Procedure .........................................................................................58 Results ................................................................................................................................59 Floodlight Analysis ............................................................................................................60 Discussion ..........................................................................................................................60 Study 7: Digital Versus Non-Digital Orders and the Moderating Effects of Cognitive Load .........................................................................................................................................62 Design, Participants, Procedure .........................................................................................63 Results ................................................................................................................................65 Discussion ..........................................................................................................................69 General Discussion ........................................................................................................................70 Conclusions and Implications ............................................................................................70 Limitations and Future Research .......................................................................................74 References
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