Mix It Baby - the Effect of Self-Creation on Perceived Healthiness

Nina Gros, Maastricht University, The Netherlands
Anne Klesse, Tilburg University, The Netherlands
Valerie Meise, Maastricht University, The Netherlands
Darren Dahl, University of British Columbia, Canada
Existing research frequently investigates the effect of customization on consumer attitudes and behavior. We add to this research by exploring the effect of customizing a given food/drink (cereal or juice) on its perceived healthiness. Three studies demonstrate that the mere act of selecting one’s own ingredients decreases its perceived healthiness.
[ to cite ]:
Nina Gros, Anne Klesse, Valerie Meise, and Darren Dahl (2012) ,"Mix It Baby - the Effect of Self-Creation on Perceived Healthiness", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 173-177.