Not All Health Claims Are Created Equal: Dissociating the Dynamics of Guilt and Desire Invoked By Food Indulgences

Suresh Ramanathan, Texas A & M, USA
Nina Belei, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Jos Lemmink, Maastricht University, The Netherlands
It is assumed that unhealthy foods carrying health claims, such as low-fat or extra calcium, reduce feelings of guilt because consumption is easier to justify. Yet, we show that desire and guilt patterns differ for claims featuring hedonic attributes (e.g., low-fat) versus functional attributes (e.g., extra calcium), which change consumption.
[ to cite ]:
Suresh Ramanathan, Nina Belei, Kelly Geyskens, Caroline Goukens, and Jos Lemmink (2011) ,"Not All Health Claims Are Created Equal: Dissociating the Dynamics of Guilt and Desire Invoked By Food Indulgences", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 41-42.