Values and Valences: Variables Relating to the Attractiveness and Choice of Food in Different Contexts1

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Abstract
This study investigated relations between values and the attractiveness and choice of food in different contexts for a sample of 464 participants who completed a mail survey distributed in 12 supermarkets in metropolitan Adelaide, South Australia. Participants responded to 5 hypothetical scenarios describing situations, each of which presented 2 alternatives relating to the presentation or consumption of different foods. Participants also completed the Schwartz Value Survey (Schwartz, 1992). Results showed that measures of the attractiveness (or valence) of each alternative and choice of alternative were related to specified value types for some scenarios, depending on context and structural relations among the value types engaged by each alternative. Results also implied that choice of alternative was mediated by the valences.