How narcissism biases food healthiness perceptions and consumption

Abstract Understanding the determinants of food and beverage healthiness perceptions and consumers' subsequent choices are key to fighting obesity. In this research, we provide empirical evidence for narcissism as an important determinant. Building on the psychological literature on narcissism and its evaluative biases, we develop and test a model exploring how individuals high in narcissism perceive benefits in food compared to their counterparts, which, in turn, elicits higher food consumption. In three studies using different samples (French‐ and US‐based), methods (correlational, field study and online experiment), and products (wine and nuts), we report consistent evidence for this argument. We also show that that this pattern flips when considering the social context. Individuals high in narcissism in social situations adopt a protection strategy of their self‐image, thereby focusing more on food health hazards and consequentially refraining more from consuming such foods. Our findings on how narcissism triggers food perceptions as well as subsequent consumption choices have important implications for both the food industry and public policy.