Effects of Memory Efficacy and Implicit Self Theory on Healthy Food Choice and Self Control

Effects of Memory Efficacy and Implicit Self Theory on Healthy Food Choice and Self Control

This study explores the effects of consumers' memory efficacy levels on their ability to self-regulate healthy food choices, underscoring the significance of implicit self-theory. Memory efficacy is characterized as the belief in one's memory capabilities and confidence in memory functions. The findings suggest that individuals with higher memory efficacy tend to opt for healthier foods and demonstrate superior self-control. Furthermore, the impact of memory efficacy on the self-regulation of healthy food choices is modulated by a consumer's self-concept, influenced by implicit self-theory (entity vs. incremental theory). Specifically, in scenarios of low memory efficacy, those who subscribe to incremental theory (vs. entity theorists) show a propensity towards healthier food selections and enhanced self-control. This research highlights the theoretical underpinnings of how memory efficacy and implicit self-theory shape consumer behavior towards healthy eating, propelling forward academic discourse. Additionally, it provides practical suggestions for crafting interventions aimed at improving healthy food choices among consumers, thereby illuminating both theoretical advancements and practical applications. The discussion includes implications derived from the findings and outcomes potential avenues for future research.