Sweet Protection: Using Sweets to Manage Relationships

In two studies, we examine whether and why certain types of foods (namely sweets) are given more often as gifts. Furthermore, we test competing explanations that sweet foods are given to protect against a negative evaluation (self-protection motive) or a desire to present oneself as caring (self-presentation motive).


Ann Schlosser and Joshua Beck (2013) ,"Sweet Protection: Using Sweets to Manage Relationships", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Ann Schlosser, University of Washington, USA
Joshua Beck, University of Washington, USA


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


System Justification and the Preference for Atavistic Products

Minju Han, Yale University, USA
George Newman, Yale University, USA

Read More


Emotional Volatility and Cultural Success

Jonah Berger, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA

Read More


E13. Rooting for Rocky or Apollo? Underdog Narratives and Crowdfunding Success

Hua (Meg) Meng, Longwood University, USA
César Zamudio, Kent State University, USA
Yiru Wang, Kent State University, 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.