If It’S Useful and You Know It, Do You Eat? Preschoolers Refrain From Instrumental Food
Five studies, using real consumption and taste rating as dependent measures, show that preschoolers (3-5.5 years old) infer that food that is instrumental to achieving health or intellectual goals is less tasty, and therefore they consume less of it, compared to presenting the food with a neutral or taste frame.
Michal Maimaran and Ayelet Fishbach (2014) ,"If It’S Useful and You Know It, Do You Eat? Preschoolers Refrain From Instrumental Food", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 598-599.
Michal Maimaran, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA
NA - Advances in Consumer Research Volume 42 | 2014
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