Affect and Its Effects on Compensatory Consumption

Session Chair: Nitika Garg, University of Mississippi
Discussion Leader: Michel Pham, Columbia University



The Effect of Moods on Comfort Food Consumption

Brian Wansink (University of Illinois at  Urbana-Champaign), Meryl P. Gardner (University of Delaware), Se-Bum Park (Northwestern University) and Junyong Kim (University of Central Florida)


Marketers have been accused of unfairly promoting the consumption of comfort foods, that are often assumed to be low in nutrients and high in sugar, fat, and regret.  Clinical research of these foods has focused on bad moods and bad foods, neglecting investigation of favorable moods and nutritious foods.  We use a mood maintenance framework to explore whether different types of comfort foods fulfill different purposes depending on mood. A framework is developed to show that comfort food segments are influenced by taste driven factors and developmentally driven factors. After describing a national survey that shows that comfort foods are comprised of both nutritive and less-nutritive foods, two lab experiments are described which show that consumers in negative moods had stronger preferences and consumption intentions for unhealthy foods that were advertised than for healthy foods.  The opposite was found for those in positive moods. 


      Emotion Effects on Compensatory Consumption

Nitika Garg (University of Mississippi) and Jennifer S. Lerner (Carnegie Mellon University)


When individuals experience sadness, one of the ways they try to repair their negative state is by consuming tasty, fatty food products that are hedonically rewarding to the individual (Garg, Wansink and Inman 2005). Sad individuals also, tend to pay more to obtain a new object (e.g., water bottle) than do individuals in a neutral state (Lerner et al. 2004). However, this process is not completely conscious for most individuals. Thus, this study examines the influence of sadness, and neutral emotions on choice price for an object when participants have the opportunity of repairing their negative mood state by consuming food product or  engaging in other forms of compensatory consumption, before indicating their choice price.


Feeling Ashamed or Guilty?

The Emotions and Consequences of Violating Consumption Norms

Vanessa M. Patrick (University of Georgia), Deborah J. Mcinnis (University of Southern California) and Shashi Matta (University of Southern California)


In two studies, the authors examine the self-conscious emotions of shame and guilt arising from the violation of consumption norms. In study 1, they examine the differential impact of shame and guilt on consumers’ behavioral motivations and demonstrate the moderating role of entity orientation i.e. consumers’ implicit theories about the fixedness or malleability of the self. In study 2, using an advertising context with “avoidance” vs. “change” ad appeals, the authors demonstrate the role of shame and guilt and entity orientation on ad liking and behavioral intent. The authors discuss the theoretical contribution of this research and implications for self-regulation and advertising.
[ to cite ]:
Session Chair: Nitika Garg and Discussion Leader: Michel Pham (2006) ,"Affect and Its Effects on Compensatory Consumption", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 248-249.