Burger Or Yogurt? the Effect of Private Versus Public Consumption Contexts on Indulgent Behavior

Shih-Chieh Chuang, National Chung Cheng University, Taiwan
Yin-Hui Cheng, National Taichung University of Education, Taiwan
Chien-Jung Huang, National Chung Cheng University, Taiwan
Yun Ken, National Yunlin University of Science and Technology, Taiwan
Three studies were conducted and we found that individuals tend to make choices other than those they favor privately when they anticipate that others will form impressions of them based on the decisions made. Research findings support our basic prediction that people are more indulgent in private than in public.
[ to cite ]:
Shih-Chieh Chuang, Yin-Hui Cheng, Chien-Jung Huang, and Yun Ken (2012) ,"Burger Or Yogurt? the Effect of Private Versus Public Consumption Contexts on Indulgent Behavior", 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: 1115-1115.