Psychological
Psychological factors relate to the mind and the emotions. They are difficult to describe, and differ from person to person depending on their lifestyle and upbringing. Some psychological factors such as beliefs, habits, values and past experiences with food have a constant influence on the foods selected, while choices made as a result of emotions, selfconcept and attitudes can vary from day to day.
Values
A value is a deep personal feeling about what is important. Values are strong enough to influence behavior and motivate action. A person’s values may reflect those of the family and culture in which they were raised, or they may be a personal response to the experiences encountered throughout life. In terms of food selection, the values most likely to influence choices are related to food origins and the maintenance of health. They respect the rights of all living things to exist in peace, free from pain. Vegetarianism is often a reflection of valuebased food selection. A person may find the thought of killing and eating an animal revolting, or they may disagree with the conditions under which some animals are raised as a food source. Some people value an animal’s right to freedom so highly that they do not agree with the consumption of any animal products, including eggs, milk or other dairy products.
Beliefs
Beliefs about what is acceptable to eat vary throughout the world and are often related to religion and cultural heritage. A belief is an opinion or conviction which need not be based on positive scientific proof. Beliefs can be challenged and changed, unlike values that remain fixed. Many religions have food customs and impose restrictions on what their followers eat. Buddhists, for example, are partial vegetarians. They may eat fish, eggs and dairy products but are not allowed red meat. (They believe it is wrong to kill or injure living things other than fish.) As well as religious customs, some social groups and cultures have specific beliefs about food. Many of these beliefs cannot be substantiated and have little, if any, nutritional basis; many of the faddiets. Some cultural beliefs often prohibit the eating of specific foods and lead to food taboos. Such taboos are most common in primitive cultures and they may, unfortunately, restrict the consumption of animal products that are good sources of complete protein.
- In an area of midAfrica, people believe that animal milk is a repulsive body secretion similar to urine. Consequently it is not consumed, despite its nutritional value.
- Some people in remote areas of SouthEast Asia avoid eating eggs or chicken because they are believed to destroy human fertility
Attitudes
An attitude is the way in which a person views something and behaves towards it, usually after evaluating its merit.
• our culture. For example, eating raw meat and fish is part of the Japanese culture.
• personal history. For example, being made to eat spinach as a child could result in someone avoiding all foods containing spinach as an adult.
• travel experiences. For example, eating the cuisine in foreign places is part of the cultural experience, but that cuisine would not necessarily be eaten at home.
• perceived status (the position of something in relation to other things). For example, lobster, truffles and filet mignon have a higher status than flake fish, turnips and chuck steak.
Economic depression and war. For example, older Australians and many new migrants, who have gone through major depressions and wars with rationing and food shortages, eat more offal (animal organs such as beef liver and tongue), and feel it is wasteful not to eat everything served on your plate.
• our culture. For example, eating raw meat and fish is part of the Japanese culture.
• personal history. For example, being made to eat spinach as a child could result in someone avoiding all foods containing spinach as an adult.
• travel experiences. For example, eating the cuisine in foreign places is part of the cultural experience, but that cuisine would not necessarily be eaten at home.
• perceived status (the position of something in relation to other things). For example, lobster, truffles and filet mignon have a higher status than flake fish, turnips and chuck steak.
Economic depression and war. For example, older Australians and many new migrants, who have gone through major depressions and wars with rationing and food shortages, eat more offal (animal organs such as beef liver and tongue), and feel it is wasteful not to eat everything served on your plate.
Habits
Many of the food choices we make are routine. A habit is something that we do regularly without thinking. Food habits are the same and, like all habits, are difficult to break.Food habits, like the ones described, are sometimes unhealthy and need to be identified if you want or need to change your overall diet. Some examples are:
- Swipe a thick layer of butter or margarine on your toast?
- Put tomato sauce on a meat pie?
- Eat the same cereal each morning?
- Drink soft drinks instead of water?
- Sprinkle salt on food before you taste it?
- Buy the same type of bread?
- Have dressing on your green salad?
- Eat something as soon as you get home from school or work?
- Eat something sweet at the end of each meal?
Self-concept
Selfconcept is a word used to describe how we feel about ourselves (selfesteem) and the way we see our personal appearance including the size, shape and weight of our body (body image). Each of us has a picture in our minds of:
Selfconcept develops during childhood and it is interesting that these days dissatisfaction with body image increases from the age of 11 years to the mid twenties, especially in females. Also, our selfconcept is not static; it can change gradually over time or even several times a day!
- how we look physically — strengths and weaknesses
- how wellcoordinated we are
- whether or not we are smart
- how shy or outgoing we are
- how well we manage our money
- whether or not we have good dress sense
- how talented we are at art, music, dance
Selfconcept develops during childhood and it is interesting that these days dissatisfaction with body image increases from the age of 11 years to the mid twenties, especially in females. Also, our selfconcept is not static; it can change gradually over time or even several times a day!