Self-Licensing Effects on Food Choices

Christian Weibel, University of Bern, Switzerland
Claude Messner, University of Bern, Switzerland
Recalling an egoistic act nudges people to choose healthy over unhealthy food options. Conversely, participants preferred unhealthy over healthy food options when they recalled an altruistic deed. Consistent with this choice pattern participants were willing to pay more for healthy than for unhealthy options. This experiment extends the self-licensing literature.
[ to cite ]:
Christian Weibel and Claude Messner (2013) ,"Self-Licensing Effects on Food Choices", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.