The Unhealthy = Filling Intuition

Rajagopal Raghunathan, University of Texas at Austin, USA
Jacob Suher, University of Texas at Austin, USA
In two laboratory experiments, we show that the purported healthiness of a food creates fillingness inferences, and that the unhealthy = filling intuition persists even for participants who do not explicitly prescribe to the intuition. This intuition is shown to affect the reports of planned consumption.
[ to cite ]:
Rajagopal Raghunathan and Jacob Suher (2012) ,"The Unhealthy = Filling Intuition", 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: 198-202.