Positive Versus Negative Affect Asymmetry and Comfort Food Consumption

Jordan LeBel, John Molson School of Business, Concordia University
Ji Lu, Faculty of Management, McGill University
Laurette Dube, Faculty of Management, McGill University

LeBel, J., Lu, J., and Dubé, L. Positive versus Negative Affect Asymmetry and Comfort Food Consumption.

 

In this paper we demonstrate that factors tied to affect asymmetry predict the emotional triggers of comfort food consumption. A web-based survey was conducted to assess the emotional antecedents and consequences of comfort food consumption across genders, age and cultural groups, and food categories. Positive affect was a powerful trigger for men, older and French-speaking participants. Women, younger and English-speaking participants reported more intense negative emotions prior to consuming their favorite comfort food. Foods high in sugar and fat were more efficient in alleviating negative affects whereas other types of food increased positive emotions.
[ to cite ]:
Jordan LeBel, Ji Lu, and Laurette Dube (2006) ,"Positive Versus Negative Affect Asymmetry and Comfort Food Consumption", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 263-264.