The Unhealthy = Filling Intuition

In two laboratory experiments, we show that the purported healthiness of a food creates fillingness inferences, and that the unhealthy = filling intuition persists even for participants who do not explicitly prescribe to the intuition. This intuition is shown to affect the reports of planned consumption.


Rajagopal Raghunathan and Jacob Suher (2012) ,"The Unhealthy = Filling Intuition", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 198-202.


Rajagopal Raghunathan, University of Texas at Austin, USA
Jacob Suher, University of Texas at Austin, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


Consuming Products with Experiences: Why and When Consumers Want Mementos

Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA

Read More


If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

Read More


The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?

David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.