Religious Identity and Consumption

Consumption choices assist in solving the problem of how to convey and recognize religious identities. In the communication of an identity, individuals use the knowledge embedded in consumption norms, which restrict the range of choices to a smaller set and abbreviate the required knowledge for encoding and decoding messages. Using this knowledge as a shared framework for understanding, individuals with religious beliefs can choose consumption items that would not only strengthen their beliefs but also help them express the intensity of their commitments to these beliefs. Because individuals and societies have different beliefs, norms, commitments, and expressive needs, consumption choice can help to express these differences. Our explanation contrasts with incentive-based approaches that view religious consumption norms as solutions to free-rider problem inherent in clubs.

Effects of Food Primes and Thought Suppression on Eating Habits

Food primes and thought suppression have been identified as factors influencing poor eating choices. Primes affect people non-consciously by activating thoughts of food. Suppression of food thoughts leads to a preoccupation with food that is often followed by a hyperaccessibility of food thoughts and increased binging. The current study paired these two processes to examine their interactional effects. We manipulated exposure to food primes and instructions to suppress thoughts of a tasty snack food (M&Ms) for 76 college-aged women. We hypothesized that participants both primed with food images and asked to suppress would consume the most M&Ms at the end of the study. Contrary to predictions, results showed no effects for the manipulations. Perceived weight category, however, did interact with the manipulations, with overweight participants eating more when they got either the food prime or the suppression (but not both together). These findings have important implications for weight-loss strategies.