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
Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?
Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand
Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
Influence of Visual Crowding and Space Between Products on Consumer Choice
Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France