FOOD STIMULI AND GENDER

2

3

Theoretical Framework

2.1 Decision Theory and Human Behavior
Human behavior is addressed by different sciences like economics, sociology, and
psychology. Economics could be described as a science that predicts behavior. However,
economics concentrates mainly on observed actions and infers preferences, tastes, and
values through observed behaviors (Schröder, 2003). For a better understanding of behavior,
this research concentrates on not only behavior but also why certain behaviors take place.
This psychology is of great importance in investigating the motivational variables behind
actions (Schröder, 2003). It is interesting to examine what foods people buy and consume
and the reasons for their choices.
Food advertising always promises utility or gains or loss prevention to consumers.
This form of advertisement supports the traditional economic theory postulating that humans
choose according to their values, and the decisions people make are always dependent
maximizing utility or profit. Thus, if a person must choose between two options that will
both provide utility, he or she will choose the more profitable option (Simon, 1959). This
theory also claims that decisions are made rationality. This theory, and the rational actor
model has been important in not only economics but also the biological modeling of animal
behavior (Gintis, 2007; L. Real & Caraco, 1986; L. A. Real, 1991). The beliefs, preferences,
and constraints (BPC) model is an integrative approach used to unify the behavioral
sciences. (Gintis, 2007).
When the outcome of a decision does not take place at the same time when the
decision is made it is known as intertemporal choice (Frederick, Loewenstein, &
O'donoghue, 2002). If benefits are immediate, individuals choose wisely but often make
poor choices when the greater benefit is to be acquired in the long run. This situation occcurs