Families: accounts of the causal processes in food choice

Much of the previous research into the processes involved in food choice has made use of methodologies that neglect the social and familial context in which such decisions are made. The study reported here used a different approach to gather qualitative data from family members regarding their decision processes in the form of naturally expressed social explanations or attributions. Interviews were conducted with 149 family members from a total of 83 British families from four locations. The participants were encouraged to discuss their own personal experience of food choice, including their dietary decisions and behaviours and the factors involved in the process, using systemic interviewing techniques. The 52 h of interview material obtained were subjected to attributional analysis using the Leeds Attributional Coding System (LACS), a qualitative research tool designed for work with families. The data, in the form of 7062 fully coded belief statements or attributions, provided some preliminary observations of the way that families understand and socially explain their food-based decisions. The approach offers a different perspective on family food choice to those provided through more traditional experimental research and surveys.