The Nobility of the “Yuck” Response: the Hidden Motivation Underlying Counterhedonic Food Consumption

Zhe Zhang, C. T. Bauer College of Business, University of Houston
Vanessa Patrick, C. T. Bauer College of Business, University of Houston
We propose that consumption of “non-tasty, but beneficial” foods is driven by a counterhedonic (versus homeostatic or hedonic) eating pathway. We showcase the unique emotional transformative experience of moving from disgust to moral nobility that characterizes the counterhedonic consumption process and demonstrate the emergence of a virtuous self post-consumption.
[ to cite ]:
Zhe Zhang and Vanessa Patrick (2015) ,"The Nobility of the “Yuck” Response: the Hidden Motivation Underlying Counterhedonic Food Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 816-816.