When Dieting in Your Mind Brings Cake Into Your Mouth

Jiah Yoo, Yonsei University, South Korea
Youngwoo Sohn, Yonsei University, South Korea
This study examined that activating a dieting goal in mind can induce a potential problem in regulating eating behaviors. The result reveals that for consumers who see themselves as unsuccessful dieters, activating dieting goals in their mind rather increases the desire to consume tempting foods, compared to the neutral condition.
[ to cite ]:
Jiah Yoo and Youngwoo Sohn (2012) ,"When Dieting in Your Mind Brings Cake Into Your Mouth", 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: 1109-1109.