Light or Regular, Now or Later: The Impact of Advance Ordering and Restrained Eating on Choices and Consumption of Light and Regular Vice Food

Research has shown that an effective way of encouraging consumers to make healthier food choices is have them choose early (i.e., advance ordering). However, the effectiveness ordering remains unknown when between regular and light versions unhealthy (e.g., low-fat chips), a common situation in daily consumption. We thus investigated effect on both consumption vices compared its impact with chronic restrained eating. Two experiments demonstrated did not influence calorie intake or encourage substitute vice vice. Rather, individual differences eating consistently predicted consumed calories. also discuss implications our findings for consumer well-being context lighter-vice options.