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

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