Can 'Mental Budgets' Help Consumers Control Their Eating Habits?

Over consumption is a serious issue in the United States. National Institutes of Health statistics show that two-thirds of American adults are overweight, with associated direct economic medicalcosts of $78.5 billion each year. About 70 million Americans are attempting to control their food intake. Fortunately, if you feel like you're in a losing battle with a triple-chocolate cake, a "mental budget" may help, says a new study in the Journal of Consumer Research. To conduct the research, the authors encouraged some participants to set mental budgets and compared them to people who did not set budgets, and examined their consumption of sweet treats. read more

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