The effect of visualizing healthy eaters and mortality reminders on nutritious grocery purchases: An integrative terror management and prototype willingness analysis.

Objective: To use insights from an integration of the terror management health model and the prototype willingness model to inform and improve nutrition-related behavior using an ecologically valid outcome. Method: Prior to shopping, grocery shoppers were exposed to a reminder of mortality (or pain) and then visualized a healthy (vs. neutral) prototype. Receipts were collected postshopping and food items purchased were coded using a nutrition database. Results: Compared with those in the control conditions, participants who received the mortality reminder and who were led to visualize a healthy eater prototype purchased more nutritious foods. Conclusion: The integration of the terror management health model and the prototype willingness model has the potential for both basic and applied advances and offers a generative ground for future research.