Case: Sugar Versus Artificial Sweeteners

765 Words4 Pages
1. The survey produced strong positive attitudes toward sugar, and yet over half the respondent felt that they should limit their families’ intake of sugar. Using a concept from Motivation, can you explain why they said this? According to the mentioned survey results in the question, the attitudes of consumers toward sugar and their willing to limit household’s sugar consumption can be explained by Approach-Avoidance Model. Approach-Avoidance Model is used to explain the situation when individual is confronted with a single object or event which has both attractive and unattractive qualities. In this case, people still like sugar but they don’t want the negative consequences from over-consuming sugar. Having strong positive attitude toward sugar of the respondents is the consequence of Approach motivation. Basically, people need food and sugar is one important ingredient used for cooking. Besides, the sugar is the important substance that is needed by the body system. In addition, if we get back to the old days, we will find the relationship between the food intakes and happiness derived from consuming sweetened food or snacks. The sugar consumption then creates the pleasant feelings. It’s not surprising that when people are depressing, frustrating or unhappy, they often turn to eat something like dessert or sweetened food believing that it would help to reduce the motivational tensions. Therefore, these needs motivate people to consume the sugar-sweetened food as this food would give them energy and allow the body system to be maintained at appropriate condition as well as the pleasant feelings derived from consuming sugar-sweetened food. However, intake too much sugar can cause many illnesses especially Diabetes and Obesity. Thus, consumers feel that they have to reduce their sugar consumption. This can be explained by Avoidance motivation. As we can see
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