Ironic Effects of Food Commercials: When More Food-Related Mental Images Make You Eat Less

Carolina O.C. Werle, Grenoble Ecole de Management, France
Mia Birau, Grenoble Ecole de Management, France
Jennifer Coelho, University of Savoie, France
Food advertisements allowing imagining high-caloric foods consumption may increase feelings of fatness, characterizing the thought-shape fusion (TSF) phenomenon. Study 1 shows that a food advertisement inducing TSF increases food restriction intentions. Study 2 explores the TSF mechanism and shows that a high imagery-evoking food advertisement reduces subsequent food consumption.
[ to cite ]:
Carolina O.C. Werle, Mia Birau, and Jennifer Coelho (2012) ,"Ironic Effects of Food Commercials: When More Food-Related Mental Images Make You Eat Less", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1108-1108.