Choice and Quantity in Conflict: Post-Taste Food Consumption and Inferences of Self-Control

Ga-Eun (Grace) Oh, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
Much research uses observed choices of vice versus virtue foods to make inferences about self-control. This may be misleading because the sensation of taste, post-choice, can greatly influence people’s consumption behaviors. Two experiments demonstrate that trait self-control can have an ironic effect on actual intake of supposedly virtuous choices.
[ to cite ]:
Ga-Eun (Grace) Oh and Anirban Mukhopadhyay (2016) ,"Choice and Quantity in Conflict: Post-Taste Food Consumption and Inferences of Self-Control", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 274-278.