When Healthy Food Makes You Hungry
Do subtle cues for imposed healthy eating make consumers hungry? Imposed healthy eating signals that the health goal was sufficiently met, and thus it increases the strength of the conflicting motive to fulfill one's appetite. Accordingly, consumers asked to sample an item framed as healthy later reported being hungrier and consumed more food than those who sampled the same item framed as tasty or those who did not eat at all. These effects of healthy eating depend on the consumer's perception that healthy eating is mandatory; therefore, only imposed healthy eating made consumers hungrier, whereas freely choosing to eat healthy did not increase hunger. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..
Year of publication: |
2010
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Authors: | Finkelstein, Stacey R. ; Fishbach, Ayelet |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 37.2010, 3, p. 357-367
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Publisher: |
University of Chicago Press |
Saved in:
Online Resource
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