Do Not Wash Your Hands When You Eat Junk Food: the Possibility of a Reverse Macbeth Effect in Consumer Behavior

This study explores whether and how the experience of physical cleansing can affect health guilt over consuming junk food. We demonstrate that physical cleansing does not mitigate but aggravates perceived health guilt. Our research also shows that the effect of physical cleansing is moderated by consumers’ autotelic need for touch.



Citation:

Jaewoo Park and Hiroaki Ishii (2013) ,"Do Not Wash Your Hands When You Eat Junk Food: the Possibility of a Reverse Macbeth Effect in Consumer Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Jaewoo Park, Chiba University of Commerce, Japan
Hiroaki Ishii, Chiba University of Commerce, Japan



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift

Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana

Read More

Featured

Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior

Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA

Read More

Featured

K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations

Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA

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.