I Know What I Know, but I Will Probably Fail Anyway

How Learned Helplessness Moderates the Knowledge Calibration-Dietary Choice Quality Relationship

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Abstract

Prior research suggests that knowledge calibration (KC) supports consumers' maintenance of a healthy diet. However, no previous studies have considered that learned helpless consumers may refrain from using their knowledge, even though they may be fully aware that they possess it. This research gap is considered in three studies. Study 1 investigates the moderating effect of learned helplessness (LH) by means of a cross-sectional survey. Studies 2 and 3 are online choice studies. Besides from replicating Study 1, Studies 2 and 3 eliminate potential social desirability bias by objectively measuring respondents' dietary choice quality. In addition, Study 3 takes into account the possibility that respondents' responses may be biased by food preferences, medical conditions, and/or food allergies. Moreover, Studies 2 and 3 both investigate the consequences of the findings on consumers who live under a dieting regime. These studies demonstrate that consumers suffering from LH do not stand to gain from calibrating their dietary knowledge to the same degree as other consumers. It is also shown that dieting behavior has a tendency to weaken this negative moderating effect of LH on the relationship between KC and dietary choice quality. Finally, the implications of the findings for marketers and public policymakers are discussed
Original languageEnglish
JournalPsychology & Marketing
Volume30
Issue number11
Pages (from-to)1008-1028
ISSN0742-6046
Publication statusPublished - 2013

Cite this

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title = "I Know What I Know, but I Will Probably Fail Anyway: How Learned Helplessness Moderates the Knowledge Calibration-Dietary Choice Quality Relationship",
abstract = "Prior research suggests that knowledge calibration (KC) supports consumers' maintenance of a healthy diet. However, no previous studies have considered that learned helpless consumers may refrain from using their knowledge, even though they may be fully aware that they possess it. This research gap is considered in three studies. Study 1 investigates the moderating effect of learned helplessness (LH) by means of a cross-sectional survey. Studies 2 and 3 are online choice studies. Besides from replicating Study 1, Studies 2 and 3 eliminate potential social desirability bias by objectively measuring respondents' dietary choice quality. In addition, Study 3 takes into account the possibility that respondents' responses may be biased by food preferences, medical conditions, and/or food allergies. Moreover, Studies 2 and 3 both investigate the consequences of the findings on consumers who live under a dieting regime. These studies demonstrate that consumers suffering from LH do not stand to gain from calibrating their dietary knowledge to the same degree as other consumers. It is also shown that dieting behavior has a tendency to weaken this negative moderating effect of LH on the relationship between KC and dietary choice quality. Finally, the implications of the findings for marketers and public policymakers are discussed",
author = "Torben Hansen and {Uth Thomsen}, Thyra",
year = "2013",
language = "English",
volume = "30",
pages = "1008--1028",
journal = "Psychology & Marketing",
issn = "0742-6046",
publisher = "Wiley-Blackwell",
number = "11",

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TY - JOUR

T1 - I Know What I Know, but I Will Probably Fail Anyway

T2 - How Learned Helplessness Moderates the Knowledge Calibration-Dietary Choice Quality Relationship

AU - Hansen, Torben

AU - Uth Thomsen, Thyra

PY - 2013

Y1 - 2013

N2 - Prior research suggests that knowledge calibration (KC) supports consumers' maintenance of a healthy diet. However, no previous studies have considered that learned helpless consumers may refrain from using their knowledge, even though they may be fully aware that they possess it. This research gap is considered in three studies. Study 1 investigates the moderating effect of learned helplessness (LH) by means of a cross-sectional survey. Studies 2 and 3 are online choice studies. Besides from replicating Study 1, Studies 2 and 3 eliminate potential social desirability bias by objectively measuring respondents' dietary choice quality. In addition, Study 3 takes into account the possibility that respondents' responses may be biased by food preferences, medical conditions, and/or food allergies. Moreover, Studies 2 and 3 both investigate the consequences of the findings on consumers who live under a dieting regime. These studies demonstrate that consumers suffering from LH do not stand to gain from calibrating their dietary knowledge to the same degree as other consumers. It is also shown that dieting behavior has a tendency to weaken this negative moderating effect of LH on the relationship between KC and dietary choice quality. Finally, the implications of the findings for marketers and public policymakers are discussed

AB - Prior research suggests that knowledge calibration (KC) supports consumers' maintenance of a healthy diet. However, no previous studies have considered that learned helpless consumers may refrain from using their knowledge, even though they may be fully aware that they possess it. This research gap is considered in three studies. Study 1 investigates the moderating effect of learned helplessness (LH) by means of a cross-sectional survey. Studies 2 and 3 are online choice studies. Besides from replicating Study 1, Studies 2 and 3 eliminate potential social desirability bias by objectively measuring respondents' dietary choice quality. In addition, Study 3 takes into account the possibility that respondents' responses may be biased by food preferences, medical conditions, and/or food allergies. Moreover, Studies 2 and 3 both investigate the consequences of the findings on consumers who live under a dieting regime. These studies demonstrate that consumers suffering from LH do not stand to gain from calibrating their dietary knowledge to the same degree as other consumers. It is also shown that dieting behavior has a tendency to weaken this negative moderating effect of LH on the relationship between KC and dietary choice quality. Finally, the implications of the findings for marketers and public policymakers are discussed

M3 - Journal article

VL - 30

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EP - 1028

JO - Psychology & Marketing

JF - Psychology & Marketing

SN - 0742-6046

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