Don’T Go to the Grocery Store Hungry?

Christine Ringler, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Steve Nowlis, Arizona State University, USA
Wisdom suggests when you go to the grocery store hungry you buy more, however, we find that consumption effects are driven by the interaction between hunger and cognitive load such that only when consumers are hungry and under load that they lose their self-control and eat more hedonic food items.
[ to cite ]:
Christine Ringler, Andrea Morales, and Steve Nowlis (2011) ,"Don’T Go to the Grocery Store Hungry?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.