“This Isn’T So Bad”: Assimilation, Contrast, and Self-Control on Healthiness Perceptions

Scott Davis, Texas A&M University, USA
Kelly Haws, Vanderbilt 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 consumer evaluations of healthiness.
[ to cite ]:
Scott Davis, Kelly Haws, and Joseph Redden (2013) ,"“This Isn’T So Bad”: Assimilation, Contrast, and Self-Control on Healthiness Perceptions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.