Not All Health Claims Are Created Equal: Dissociating the Dynamics of Guilt and Desire Invoked By Food Indulgences

It is assumed that unhealthy foods carrying health claims, such as low-fat or extra calcium, reduce feelings of guilt because consumption is easier to justify. Yet, we show that desire and guilt patterns differ for claims featuring hedonic attributes (e.g., low-fat) versus functional attributes (e.g., extra calcium), which change consumption.


Suresh Ramanathan, Nina Belei, Kelly Geyskens, Caroline Goukens, and Jos Lemmink (2011) ,"Not All Health Claims Are Created Equal: Dissociating the Dynamics of Guilt and Desire Invoked By Food Indulgences", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 41-42.


Suresh Ramanathan, Texas A & M, USA
Nina Belei, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Jos Lemmink, Maastricht University, The Netherlands


NA - Advances in Consumer Research Volume 39 | 2011

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