Complementary Food Consumption With Imagined Consumption

Young Eun Huh, Carnegie Mellon University, USA
Joachim Vosgerau, Carnegie Mellon University, USA
Carey Morewedge, Carnegie Mellon University, USA
We show that complementary food consumption occurs even when a food is imagined. Participants who imagined eating a large amount of food (e.g., cracker) subsequently consumed more of its complement (e.g., cheese) than those who either imagined eating a small amount of the food or imagined eating non-complementary foods.
[ to cite ]:
Young Eun Huh, Joachim Vosgerau, and Carey Morewedge (2011) ,"Complementary Food Consumption With Imagined Consumption", 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: 104.