Why do we eat cereal but not lamb chops at breakfast? Investigating Americans' beliefs about breakfast foods.

Healthy breakfast consumption has a multitude of positive benefits. However, typical American breakfasts are notoriously unhealthy. We hypothesize that the resistance to include nutritious foods at breakfast is due in part to misconceptions about what “breakfast” should be. Consistent with this proposal, results from three studies (N = 1097) suggest that American adults perceive typical breakfast foods as particularly well suited for breakfast and believe that more nutritious alternatives consumed at lunch or dinner are less appropriate for breakfast. As a result, people are unwilling to add more nutritious alternatives to their breakfast repertoire. To counter this rigidity, we devised an intervention passage emphasizing that (1) many foods became breakfast staples because of intensive marketing campaigns, and that (2) people in other cultures readily include lunch or dinner foods on their breakfast plate. This approach effectively revised people's beliefs about breakfast foods, and improved their motivation to adopt a healthier breakfast diet. Our findings demonstrate the power of a conceptually rich framework in undermining mistaken beliefs and boosting healthy eating behaviors.