Loss aversion and genetic variants influence food choice: Implications for healthier dietary decisions

Loss aversion, the cognitive bias favouring avoiding losses over equivalent gains, has been linked to dietary choices. Independently, genetic variation affecting dopaminergic function has been associated with loss aversion. This study examined the influence of loss aversion and genetic variation on food choices based on perceived healthiness. This is a randomised cross-over study. Participants completed two food choice tasks, scale-up (adding toppings) and scale-down (removing/keeping toppings). Participants rated the perceived healthiness of each food item. Loss aversion was objectively assessed using a small-stake gambling task, classifying individuals as highly (LA_H) or lowly (LA_L) loss averse. Buccal samples were collected for genetic analysis, and all data were obtained via Joint Information Systems Committee (JISC) Online Surveys. Both LA_H and LA_L participants kept more toppings than they added. LA_H participants kept more healthy and unhealthy toppings, whereas LA_L kept only more healthy toppings than they added. Genetic variation had an opposing effect in the LA_H and LA_L groups, leading to the differences in the addition of total toppings and unhealthy toppings (scale up) and removal of unhealthy toppings (scale down). Therefore, high loss aversion combined with genetic predispositions to reduced dopamine activity may promote greater food retention, irrespective of perceived healthiness. In contrast, genetic variants and lower loss aversion are associated with more selective, health-oriented choices. Findings warrant further investigation in larger cohorts to elucidate underlying mechanisms and inform personalised dietary interventions.