Communicating Healthy Food Choice: Cultural Difference in Regulatory Focus

Abstract

.This research examines cultural influence on the preference of promotive (i.e., trying to eat more healthy foods) and preventive (i.e., trying to avoid unhealthy foods) dietary practices. Survey data were collected from students and older adults in Korea (N = 287) and the U.S. (N = 245). Only students participated in the survey in Japan (N = 145). Consistent with the prediction, Study 1 shows Korean mature adults are more willing to adopt preventive dietary practices, while American counterparts favor promotive eating habits. The pattern of the data was inconsistent with the prediction among student participants across the three nations. Individual-level data from Study 2 (N = 284) confirm that independent self-construal affects promotive dietary practice via increasing promotive regulatory self-focus. The indirect impact of interdependent self-construal on preventive dietary practice was less apparent. Practical implications for doctor-patient communication are discussed.