Exploring the Dark Side of Chocolate: Moral Cleansing and Licensing Among Restrained Eaters

Participants either eat or resist eating chocolate. Later, they are either physically cleansed by using a mint-scented toothpaste or a citrus-scented handwipe, or simply groom themselves with an unscented hair comb. We find that physically cleansing provides moral cleansing only among restrained eaters, for whom it licenses additional chocolate consumption.


Maureen Morrin, Nguyen Pham, May Lwin, and Mellisa Bublitz (2012) ,"Exploring the Dark Side of Chocolate: Moral Cleansing and Licensing Among Restrained Eaters", 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: 236-240.


Maureen Morrin, Rutgers University, USA
Nguyen Pham, Arizona State University, USA
May Lwin, Nanyang Technological University, Singapore
Mellisa Bublitz, University of Wisconsin - Oshkosh, USA


NA - Advances in Consumer Research Volume 40 | 2012

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