Consumer goals and food consumption in exercise contexts

The goal of this chapter is to review the importance of contextual exercise factors, such as a certain name of exercise bouts (e.g., "fat-burning") and a certain framing of exercise bouts (e.g., "enjoyable activity"), for food consumption depending on consumers' goal states. In an effort to follow a healthy lifestyle, individuals have various goals in mind. These goals are often incompatible to each other and therefore produce goal conflicts in individuals, such as the conflict between wanting to watch a movie with friends in the evening and wanting a fit body. Against the background of the increasing prevalence of overweight and obesity worldwide, this chapter specifically looks at goal conflicts of individuals that are at greatest risk of failing to achieve their long-term goals, such as self-imposed exercisers or dietary restrained eaters, and presents empirical evidence that contextual exercise references often rather harm (than help) vulnerable consumer groups attain desirable long-term health and fitness goals. The chapter discusses implications from the perspective of public health and product/service providers.