The Role of Reactance in Responses to One-Sided Advertisements: How Health-Related Appeals Backfire Among Restrained Eaters

Nguyen Pham, Arizona State University, USA
Naomi Mandel, Arizona State University, USA
Andrea Morales, Arizona State University, USA
This research investigates the influence of one-sided advertising appeals on consumers’ food choices. We demonstrate that a one-sided appeal (presenting the negative aspects of indulgent consumption) creates reactance among restrained eaters, leading them to engage in behavior opposite to that intended by the appeal and choose more indulgent food options.
[ to cite ]:
Nguyen Pham, Naomi Mandel, and Andrea Morales (2013) ,"The Role of Reactance in Responses to One-Sided Advertisements: How Health-Related Appeals Backfire Among Restrained Eaters", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.