When Self-Serving Does Not Serve the Self: the Role of Serving-Style in Food Consumption

Anna Linda Hagen, University of Michigan, USA
McFerran Brent, University of Michigan, USA
Krishna Aradhna, University of Michigan, USA
Consumers increasingly consume food that is prepared and served by others. Three studies established that self-serving a chosen food (re)instigates feelings of responsibility for the food, that consumers assume responsibility in a self-serving manner depending on the food’s health-value, and that health-value and serving-style together shape consumers’ self-conscious feelings after consumption.
[ to cite ]:
Anna Linda Hagen, McFerran Brent, and Krishna Aradhna (2012) ,"When Self-Serving Does Not Serve the Self: the Role of Serving-Style in Food Consumption", 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: 1107-1107.