Exploring the Dark Side of Chocolate: Moral Cleansing and Licensing Among Restrained Eaters

Maureen Morrin, Rutgers University, USA
Nguyen Pham, Arizona State University, USA
May Lwin, Nanyang Technological University, Singapore
Mellisa Bublitz, University of Wisconsin - Oshkosh, USA
Participants either eat or resist eating chocolate. Later, they are either physically cleansed by using a mint-scented toothpaste or a citrus-scented handwipe, or simply groom themselves with an unscented hair comb. We find that physically cleansing provides moral cleansing only among restrained eaters, for whom it licenses additional chocolate consumption.
[ to cite ]:
Maureen Morrin, Nguyen Pham, May Lwin, and Mellisa Bublitz (2012) ,"Exploring the Dark Side of Chocolate: Moral Cleansing and Licensing Among Restrained Eaters", 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: 236-240.