Simply Watching Sports’ Advertisements Makes Me Eat More

Carolina O.C. Werle, Grenoble Ecole de Management, France
Mia Birau, Grenoble Ecole de Management, France
Simply watching sports’ advertisements may increase food consumption, depending on the difficulty of imagining the performed activity. Contrary to intuition, two studies show that exposure to advertisements portraying easy (difficult) to perform sports increases (decreases) subsequent food intake. We propose that imagery and perceptions of goal progress explain these effects.
[ to cite ]:
Carolina O.C. Werle and Mia Birau (2014) ,"Simply Watching Sports’ Advertisements Makes Me Eat More", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 817-817.