With God on My Side, I have no Fear of Ultra-processed Foods: The Roles of Perceived Healing and Interventions

The present thesis investigates the impacts of God salience (i.e., activation of the concept of God in consumers’ minds) on consumers’ preferences for ultra-processed foods, and also investigate if consumers’ perception that God can heal their ailments (perceived healing) can explain the relationship between God salience and preferences for ultra-processed foods. Furthermore, it is proposed that consumers’ beliefs about God’s intervention in their lives (predictable vs, unpredictable) can mitigate the effect God salience on preferences for ultra-processed foods.