Virtue, Vice, Or Both? the Impact of Context-Induced Guilt on Choice and Consumption of Mixed Foods

Sabine Boesen-Mariani, Université Pierre Mendes France, Grenoble, France
Carolina Obino Corrêa Werle , Grenoble Ecole de Management and CERAG, UPMF, France
Two studies using real choice settings demonstrate context influence on the choice and consumption of mixed foods (combining hedonic and utilitarian attributes). A hedonic context leads to the choice and reduced consumption of mixed foods for guilt-reducing reasons. A utilitarian context induces less guilt, and leads individuals to choose and consume more of the mixed foods. Priming guilt through nutritional information reverses these effects.
[ to cite ]:
Sabine Boesen-Mariani and Carolina Obino Corrêa Werle (2011) ,"Virtue, Vice, Or Both? the Impact of Context-Induced Guilt on Choice and Consumption of Mixed Foods", 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.