When Temptation Hits You: the Influence of Weak Versus Strong Food Temptations

Kelly Geyskens, Katholieke Universiteit Leuven
Siegfried Dewitte, Katholieke Universiteit Leuven
Mario Pandelaere,Luk Warlop, Katholieke Universiteit Leuven,Katholieke Universiteit Leuven
Mario Pandelaere,Luk Warlop, Katholieke Universiteit Leuven,Katholieke Universiteit Leuven

When Temptation His You: The Influence of Weak versus Strong Food Temptations

 

Kelly Geyskens

Siegfried Dewitte

Mario Pandelaere

Luk Warlop*

 

*Kelly Geyskens is Phd. student (FWO-aspirant) in marketing at the K.U.Leuven, Dept of Applied Economics, Naamsestraat 69, 3000 Leuven, Belgium (kelly.geyskens@econ.kuleuven.be). Siegfried Dewitte is Assistant Professor of Marketing at the K.U.Leuven, Dept of Applied Economics, Naamsestraat 69, 3000 Leuven, Belgium (siegfried.dewitte@econ.kuleuven.be). Mario Pandelaere is postdoctoral researcher in Marketing at the K.U.Leuven, Dept of Applied Economics, Naamsestraat 69, 3000 Leuven, Belgium (mario.pandelaere@econ.kuleuven.be). Luk Warlop is Professor of Marketing at the K.U.Leuven, Dept of Applied Economics, Naamsestraat 69, 3000 Leuven, Belgium (luk.warlop@econ.kuleuven.be). 

 

Abstract

In daily life, people are often exposed to food temptations, such as ads for chocolate or friends offering cookies. This article examines how consumers respond to such food temptations. We investigate whether food temptations, differing in strength (weak vs. strong), lead consumers to eat more or rather help them in exerting self-control. The results of three experiments suggest that weak food temptations activate food-related thoughts, and lead to overconsumption. Strong food temptations, on the other hand, inhibit this desire to eat, and help consumers to control their food-intake.
[ to cite ]:
Kelly Geyskens, Siegfried Dewitte, Mario Pandelaere,Luk Warlop, and Mario Pandelaere,Luk Warlop (2006) ,"When Temptation Hits You: the Influence of Weak Versus Strong Food Temptations", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 399-400.