Does Thinking “Outside of the Box” Make People Feel “Full”? the Influence of Consumer Creativity on Satiation For Unhealthy Foods

Na (Amy) Wen, City University of Hong Kong, Hong Kong, China
Wenyu Dou, City University of Hong Kong, Hong Kong, China
Drawing on research from satiation and health psychology, we examine the therapeutic effects of consumer creativity on satiation. In particular, we predict that creativity can elicit a divergent mindset that may increase the heterogeneity of a consideration choice set, which will, in turn, accelerate the satiation rate for unhealthy foods.
[ to cite ]:
Na (Amy) Wen and Wenyu Dou (2013) ,"Does Thinking “Outside of the Box” Make People Feel “Full”? the Influence of Consumer Creativity on Satiation For Unhealthy Foods", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.