Sweet Protection: Using Sweets to Manage Relationships

Ann Schlosser, University of Washington, USA
Joshua Beck, University of Washington, USA
In two studies, we examine whether and why certain types of foods (namely sweets) are given more often as gifts. Furthermore, we test competing explanations that sweet foods are given to protect against a negative evaluation (self-protection motive) or a desire to present oneself as caring (self-presentation motive).
[ to cite ]:
Ann Schlosser and Joshua Beck (2013) ,"Sweet Protection: Using Sweets to Manage Relationships", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.