When Self-Serving Does Not Serve the Self: the Role of Serving-Style in Food Consumption

Consumers increasingly consume food that is prepared and served by others. Three studies established that self-serving a chosen food (re)instigates feelings of responsibility for the food, that consumers assume responsibility in a self-serving manner depending on the food’s health-value, and that health-value and serving-style together shape consumers’ self-conscious feelings after consumption.


Anna Linda Hagen, McFerran Brent, and Krishna Aradhna (2012) ,"When Self-Serving Does Not Serve the Self: the Role of Serving-Style in Food Consumption", 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: 1107-1107.


Anna Linda Hagen, University of Michigan, USA
McFerran Brent, University of Michigan, USA
Krishna Aradhna, University of Michigan, USA


NA - Advances in Consumer Research Volume 40 | 2012

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