Lay theories of healthy eating: insights from cross-cultural comparisons

Lay theories of healthy eating are a potentially important consideration for public health and nutrition efforts as perceptions and beliefs about “healthiness” are key determinants of dietary choices (Furst et al. 1996; Grunert, 2007). A rich body of social science literature has examined how people across cultures decide what counts as healthy eating, yet such work has focused mainly on what people think is good and bad to consume, overlooking another important aspect- how one eats. The ways one eats can include patterns and timing of meal intake, as well as mental and emotional states during eating (henceforth, “eating styles”). This dissertation aims to 1) examine whether beliefs on eating styles constitute a separate category of healthy eating perceptions, 2) describe American and Eastern European lay models of how both food characteristics and styles of eating shape health outcomes, and 2) investigate cross-cultural variation in the endorsement of eating styles as important for health in the United States and Eastern Europe. Aims 1 and 2 use pile sorts (n=48), in-person interviews (n=49), and online surveys (n=283) to elicit subjective perspectives on how different eating considerations impact health, and aim 3 involves two sets of questionnaires collected in the U.S. (n=50; n=42) and Eastern Europe (n=42; n=35) to test the hypothesis that levels of collectivism influence variation in endorsement of eating styles for health. Results demonstrate that “eating styles” is a separate category of beliefs in people’s models of healthy eating and individuals in both cultures perceive a variety of important health outcomes from how one eats- weight management, energy levels, digestive health, and overall feeling of wellbeing. These perceptions are not uniform, as participants held contrasting models of how styles of food consumption can influence weight control, and Eastern European respondents held additional views on how aspects of food timing can affect long-term health. Finally, results show that individual level of collectivism, not differences in nationality, accounts for variation in endorsement of eating styles for health. These results suggest that the holistic pattern of attention characteristic of the collectivist social orientation extends to the domain of diet.