Figure 7.

Food price mediates the negative association between WTP and actual energy density when portion size is varied. (a,b) Actual energy density was negatively related to WTP and actual price for foods pictured in varying portions (40, 120, or 200 kcal). (c) Actual price was also positively associated with WTP. (d) As the standardized betas ($\beta$₁, $\beta$₂, $\beta$₃) for the separate regressions between energy density, price, and WTP were each significant, we tested whether price mediates the negative association between energy density and WTP. As predicted, the relationship between energy density and WTP ($\beta$_3′) was no longer significant when the indirect effect of price was accounted for in the regression model, which itself remained significant ($\beta$_2′). Resulting r² values are shown for each regression performed on all food items (averaged across all participants). Each data point depicts a single food item and shading indicates 95% CI. * p < 0.05.