Stress and food choices: Examining gender differences and the time horizon framing effect

The number of people facing daily stress is on the rise in the United States. Further, there is increasing evidence of stress induced obesity and other food-related health risks. This study tested the effects of self-reported stress on choosing indulgent and healthy food options in the context of menu promotions at restaurants. The study proposed that time horizon message framing (expansive vs. limited) on restaurant menus influences the effectiveness of advertising messages aimed at preventing unhealthy food choices and promoting healthy choices. Further, this study examined gender differences in stress induced eating. The current findings shed new light on time horizon message framing, which encourages stressed consumers to make healthy choices. The results showed that food choices can be altered using time horizon messages. That is, stressed individuals tend to choose healthier options when the message is framed in terms of expansive time and more indulgent food than when the message is focused on a limited time frame. Restaurant managers are advised to establish creative marketing strategies to spur interest in healthy menu items and emphasize the benefits of healthy food items.