How Health Claims Lead to Indulgence

Steffen Jahn, University of Goettingen, Germany
Till Dannewald, Wiesbaden Business School, Germany
Yasemin Boztug, University of Goettingen, Germany
Health claims are thought to contribute to the improvement of public health in that they increase intake of healthy food. We demonstrate that when exposed to a health claim-featuring non-hedonic food, consumers license the delayed, increased consumption of hedonic food. We also identify boundary conditions of the effect.
[ to cite ]:
Steffen Jahn, Till Dannewald, and Yasemin Boztug (2017) ,"How Health Claims Lead to Indulgence", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 683-684.