Regulatory focus and food choice motives. Prevention orientation associated with mood, convenience, and familiarity

•We examined relationships between regulatory focus and nine food choice motives.•Data did not support the Food Choice Questionnaire's nine-factor model.•A revised measure of motives showed measurement invariance across regulatory focus.•Prevention focus linked to higher importance of mood, convenience, and familiarity.•With prevention focus, sensory appeal had stronger correlations with naturalness and price The authors tested the robustness of the Food Choice Questionnaire (FCQ) with a U.S. sample and examined the relationship between individual differences in regulatory focus and everyday food choice motives. Although a popular measure in cross-culture research, the FCQ has seen limited use with U.S. samples, and its psychometric properties have not been tested in this population. American participants (n = 408) completed the Regulatory Focus Questionnaire and a measure of food choice motives. The data did not support the nine-factor FCQ structure. An ad hoc revised measure of food choice motives showed complete measurement invariance (loadings, intercepts, and residuals) across regulatory focus. Regarding everyday food choices, participants with a prevention focus placed greater importance on mood, convenience, and familiarity than participants with a promotion focus. There were no significant differences regarding the importance of health, environmental protection, impression management, natural content, price, and sensory appeal. Several food choice motives were positively correlated. Compared with the promotion-focused participants, the prevention-focused participants more strongly associated the importance of sensory appeal with the importance of natural content and the importance of price.