Knowing When to Assimilate and When to Contrast: Self-Control and the Influence of Contextual Order

Scott Davis, Texas A&M University, USA
Kelly Haws, Texas A&M University, USA
Joseph Redden, University of Minnesota, USA
We explore the role of self-control in consumption contexts where assimilation and contrast effects emerge. This research reveals that the presentation order of food stimuli (healthy versus indulgent or ambiguous) has a striking impact on both consumer evaluations of healthiness and the amount consumed.
[ to cite ]:
Scott Davis, Kelly Haws, and Joseph Redden (2012) ,"Knowing When to Assimilate and When to Contrast: Self-Control and the Influence of Contextual Order", 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: 1106-1106.