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Overweight and obesity, notwithstanding their known negative consequences, are two accurate problems that afflict the entire globe. It seems that consumers make unhealthy food choices. When consumers choose between healthy or unhealthy food, they rely on self-control. This paper conducts a literary review on processes of self-control and on how these processes are influenced by food advertising. The literary review starts with a clear definition of the concept 'self-control'. Next, it elaborates on important characteristics of self-control and on self-control processes in specific contexts. Then, the literary review analyzes the effect of unhealthy and healthy food advertisements on processes of self-control and thus on consumers' decisions. The paper concludes that advertising unhealthy food has a negative impact on consumers' self-control, however, a distinction needs to be made between weak and strong temptation and the effect also differs among different types of consumers. For healthy food advertisements, there is a clear positive effect on self-control and consumers' decisions, but only with a specific type of advertising.

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On 1 January 2016, a sugar tax was implemented in Belgium, as one aspect of the much debated tax shift. The introduction of this tax is the motivation of our study. Research suggests that health taxes do not always produce the anticipated results, as consumers still buy the targeted products even though they became more expensive. This thesis investigates the role of conditioning processes and food cues in this process of food purchasing. The aim of this thesis is twofold. Firstly, we study whether food cues have an effect on participants’ willingness-to-pay (WTP). We carried out an experiment during which participants underwent a Pavlovian training. Analyses of the WTP questionnaire, that participants were requested to fill out after this training, show that they were not willing to pay more for unhealthy nor neutral food products presented with the CS+ (compared to products presented with the CS- or no cue). Secondly, we measure the effect of conditioning on effort. After a second Pavlovian training phase, participants received a voucher with which they could collect a food reward. The voucher contained the CS+, the CS- or no cue, and instructed participants to pick up their reward either one (small effort) or three (big effort) floors up. Participants with a CS+ voucher did not make a big effort more often, compared to participants with a CS- or no cue voucher.

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Ons onderzoek werd uitgevoerd vanuit marketingperspectief naar aanleiding van de invloed van merkpersoonlijkheid. Een experimenteel onderzoek werd geconstrueerd om te achterhalen of een merk zijn persoonlijkheid kan afstralen op de consument. Het alom gekende automerk BMW werd hier gebruikt. In huidig onderzoek vonden we weinig ondersteuning voor de hypothese dat Entity Theorists meer zouden beïnvloed worden door merkervaring. In tegendeel, we concludeerden dat bij de Incrementals het effect sterker was dan bij de Entity Theorists en we vonden hierbij enkel significante resultaten voor de eigenschap ‘alledaags’. Daarnaast betrokken we de variabele ‘geslacht’ waardoor er enigszins verrassende resultaten aan het licht kwamen. We vonden dat vooral vrouwelijke Incrementals beïnvloed werden door de merkpersoonlijkheid van BMW en dit voor de eigenschappen ‘recht voor de raap’, ‘alledaags’ en ‘stabiel’. Wanneer we de variabele ‘BMW aantrekkelijk’ in acht namen, werden er geen onthullende resultaten gevonden.

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In the current obesogenic environment, the availability of unhealthy food and the continuous temptation it presents, poses a threat to people’s self-regulation abilities. How to reduce this problem is an issue of ongoing academic and political interest. Pre-exposure and the activation of self-control mechanisms have been demonstrated in the past, although only with similar food temptations and similar behavioral conflicts. The aim of this study is to demonstrate that the pre-exposure phenomenon applies to dissimilar temptations as well as to examine whether it activates self-regulation mechanisms. Using an experiment, data was collected which was analyzed using various ANOVA models. In addition, the moderating impact of impulsivity and restricted eating were taken into account. The results suggest that prior exposure to temptations prevents people from overeating in a subsequent consumption opportunity, but only if they are restricted eaters. When people do not hold a dieting goal, pre-exposure has no effect on subsequent consumption. In addition, I did not find evidence for the moderating role of impulsivity.