Hanlon, A.S., Weiss, J., McMahan, S., & Cheng,. E. / Californian Journal of Health Promotion 2012, Volume 10, Special Issue: Obesity Prevention and Intervention, 40-56 40 Using the Multi-Attribute Utility Model to Better Understand Fruit and Vegetable Intake among College Students Anna Stiles Hanlon 1 , Jie Wu Weiss 2 , Shari McMahan 2 and Emily Cheng 2 1 Orange Coast College 2 California State University, Fullerton Abstract This study examined the association between parameters of the decision-making processes that are described in the Multi-Attribute Utility (MAU) model and actual food choices (fruit and vegetable consumption) among undergraduate students. Four hundred and six undergraduates from a large, public university in Southern California completed a pencil-and-paper questionnaire for the parameters of MAU, which consist of the perceived value, perceived likelihood, and momentary salience for each anticipated consequence of eating a healthy diet. Fruit and vegetable intake was collected daily using an online food intake log. Linear regression analysis revealed that MAU total scores were a significant predictor of fruit plus vegetable consumption (p = .000). T-test results indicated that high fruit plus vegetable eaters and low fruit plus vegetable eaters were significantly different from each other on individual parameter scores of the MAU model (range, p = .032 to p = .000). Conclusions: This study suggest that the MAU model may predict eating behaviors and provides support for further investigation; the MAU framework may help identify the factors that have greatest influence college students’ nutrition decision making processes, and can aid in the development of interventions that address target consequences that have high utility scores in the target population. © 2012 Californian Journal of Health Promotion. All rights reserved. Keywords: decision making, Multi-Attribute Utility model (MAU), food choice, fruits and vegetables, college students Introduction The prevalence of overweight and obese individuals has reached epidemic proportions in the United States; approximately 67.1% of men and 55.8% of women ages 20 – 39 years are classified as overweight (BMI > 25), with 33.2% of these men and 31.9% of these women being classified as obese (BMI > 30) (Flegal, Carrol, Kit, & Ogden, 2012). The National College Health Assessment II found that 31.9% of the 83,070 college students surveyed were overweight, with 10% of the students classified as obese (American College Health Association, 2009). One of the primary contributing factors in the development of becoming overweight or obese is poor food choices. The current trend of frequently consuming fast food, sugar sweetened beverages and other calorie-dense foods increases overall daily caloric intake and decreases daily consumption of fruits and vegetables (Brownell, 2004). This trend is problematic because fruit and vegetable consumption reduces obesity risk and aids in weight loss and maintenance (Center for Disease Control and Prevention, 2005). Long-term outcomes of fruit and vegetable consumption include protection against heart disease, diabetes, cancer and other chronic diseases (U.S. Department of Health and Human Services, 2010; American Diabetes Association, 2009; American Heart Association, 2009; Kushi, Byers, Doyle, Bandera, McCullough, Gansler, et al., 2006; Nishida, Uauy, Kumanyika, Shetty, 2004; Van Duyn & Pivonka, 2000). The practice and development of critical thinking skills are integral to the educational experience college provides. Being able to use information to develop strategies and reach