Minty Fresh! Absolving Dieters of Their Consumption Sins

We investigate the effect of minty flavors on dieters’ food choices. Results show dieters prefer “taboo” food when they contain a minty flavor (study 1). After consuming taboo foods, dieters prefer mint-flavored oral cleansers (study 2). Mint flavoring licenses dieters to re-indulge through a reduction of consumption guilt (study 3).


Nguyen Pham, Maureen Morrin, Melissa Bublitz, and May Lwin (2014) ,"Minty Fresh! Absolving Dieters of Their Consumption Sins", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 636-637.


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


NA - Advances in Consumer Research Volume 42 | 2014

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