Is Self-Serving Self-Serving? Who Serves Food Shapes Self-Evaluation and Eating Decisions

Linda Hagen, University of Michigan, USA
Aradhna Krishna, University of Michigan, USA
Brent McFerran, University of Michigan, USA
Consumers increasingly consume food served by others. Four studies indicate that who served food determines consumers’ attributions of responsibility depending on the food’s healthiness, that this feeling of responsibility shapes self-evaluative feelings after eating, and that the anticipation of this effect in a given context influences portion-size decisions before eating.
[ to cite ]:
Linda Hagen, Aradhna Krishna, and Brent McFerran (2013) ,"Is Self-Serving Self-Serving? Who Serves Food Shapes Self-Evaluation and Eating Decisions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.