Chocolate Cake Please!: Why Do We Indulge More When It Feels More Expensive?

Rajesh Bagchi, Virginia Tech, USA
Lauren Block, Baruch College, USA
We demonstrate that the greater the imputed cost of consumption (e.g., when paying with cash versus credit or when pain of spending is higher), the greater the likelihood of choosing a more indulgent, high-calorie food. Consuming indulgent foods actually alleviates the pain of payment and leads to greater positive affect.
[ to cite ]:
Rajesh Bagchi and Lauren Block (2011) ,"Chocolate Cake Please!: Why Do We Indulge More When It Feels More Expensive? ", 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: 597-598.