Sugarfree Chocolate Is Not a Chocolate: How Contextual Goal Salience Influences Choice of Healthful Indulgences

Chamrong Cheam, Grenoble Ecole de Management, France
Carolina O.C. Werle, Grenoble Ecole de Management, France
Olivier Trendel, Grenoble Ecole de Management, France
Although healthful indulgences embody improved versions of hedonic foods, they encounter little success in the marketplace inconsistently with prior literature. This research provided support to a three-variable model highlighting a new suppressor variable effect likely to explain consumers’ reluctance to choose the healthful indulgences.
[ to cite ]:
Chamrong Cheam, Carolina O.C. Werle, and Olivier Trendel (2015) ,"Sugarfree Chocolate Is Not a Chocolate: How Contextual Goal Salience Influences Choice of Healthful Indulgences", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 780-780.