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).



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Meat the Needs: Ahold Delhaize Sustainable Retailing Model

Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA

Read More

Featured

When Taking Action Means Accepting Responsibility: Omission Bias Predicts Reluctance to Vaccinate Due to Greater Anticipated Culpability for Negative Side Effects

Gary Sherman, Stony Brook University
Stacey R Finkelstein, Stony Brook University
Beth Vallen, Vilanova University, USA
Paul M Connell, Stony Brook University
Kristen Feemster, Vaccine Education Center at Children’s Hospital of Philadelphia and University of Pennsylvania, Perelman School of Medicine, USA

Read More

Featured

The Effect of Identity Conflict on Price Sensitivity

Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice 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.