MSc Thesis defense

30-06-2015

The influence of nature in

advertisements on healthy

- Attention restoration theory

- Self control & self regulation

- Healthy choices

- Nature relatedness

Restoration

Being fatigued



Watch advertising



Exposure to nature



Attention restoration



Better self regulation



Better able to resist

Research question

Does showing fatigued customers

advertisements with natural backgrounds

cause the subsequent food choice to be

Hypotheses

H1: When suffering from fatigue, seeing

advertisements with natural (spectacular and

mundane nature) as opposed to urban backgrounds

will cause the subsequent product choice to be

healthier.

H1a: Attentional fatigue will be restored by the natural

environments (spectacular and mundane nature) in

advertisements.

H1b: The effect of showing fatigued consumers

Hypotheses

H2a: Spectacular nature will cause stronger restoration

than mundane nature and urban environments.

H2b: Stronger restoration will lead to more consumers

choosing the healthier product.

H3: Being a health conscious individual will cause

choosing the healthier product alternative either

way, fatigue or the environment of the

Method

- Participants 

- Materials

– Depletion manipulation

– Environment manipulation

– Existing scales for depletion, restoration, product

decision, nature relatedness and health consciousness

– Mood, appetite and time since last meal

Results (1/3)

- Depletion task worked (p = .007), no significant restoration after exposure to environments

- Main effects product decision total: No significant main effect of depletion and environment on product decision - Appetite did influence the product decision (p = .001)

- Being health conscious influence product decision (p = .026) - No significant effect of depletion and environment on

restoration, no correlation restoration and product decision

Results (2/3)

- Product decision 1: Significant (p = .025) effect of environment on product decision 1. No significant influence of depletion or significant interaction.

- Appetite influenced product decision marginally significant as covariate (p = .066)

- Being health conscious did influence product decision 1 (p = .028)

- In the depletion condition, spectacular nature and urban environment differ significantly (p = .028),

In the non depletion condition mundane

Results (3/3)

- No moderating role of nature relatedness

Theoretical contributions (1/2)

- Finding that fatigue is not restored by environment

shown (H1a) contradicts the literature, possible

explanation.

- The different conditions had no influence on total

product decision (H1), contradicts the expectations.

- Spectacular nature did not restore more than

mundane or urban environment and did not lead to

healthier product decision (H2a & H2b).

- Being a health conscious individual does lead to

Theoretical contributions (2/2)

- Product decision 1: Environment does influence

product decision, here spectacular nature could

have led to more restoration (H2a & H2b).

- Nature relatedness does not cause a stronger

relationship between depletion, environment and

product decision (H1b). Not more receptive or

concerned with health.

Implications

- General implications

- Influence of environment on healthy choice

- Commercial breaks

Limitations

- Questionnaire

- Self measurement scales

- Restoration

Conclusion

Answering the research question:

Does showing fatigued customers

advertisements with natural backgrounds

cause the subsequent food choice to be