EXPRESS: Sharing Food Can Backfire: When Healthy Choices for Children Lead Parents to Make Unhealthy Choices for Themselves

Many consumers are caregivers and, as part of caregiving, frequently make food choices for their dependents. This research examines how food choices made for children influence the healthiness of parents’ subsequent self-choices. While prior work focuses on choices for the self (others) as based on self-needs (others-needs), the authors theorize regarding when and why self-choices involve consideration of other-needs. Five studies, including a nursery school field study, test the effect of choosing healthy food for a child on the healthiness of parents’ self-choices, focusing on the role of anticipating potentially sharing self-choices with one’s child. Potential sharing increased parents’ likelihood of making an unhealthy subsequent self-choice if they first made a healthy choice for their child. This effect was driven by parents’ present-focused parenting concerns about whether one’s child would eat and enjoy healthy options chosen for them. This effect was mitigated when parents instead had future-focused parenting concerns. Additionally, this effect was mitigated after making an initial choice for the child that was (a) unhealthy or (b) healthy but relatively liked by the child. This research contributes to understanding how choices for others shape choices for the self and offers important marketing and policy implications.