Pound Per Pound: Do Heavy Burdens Make Heavy People?

We examine the effects of physical burden on food choices and consumption. We demonstrate that consumers choose and serve more unhealthy foods when carrying heavy burdens. We argue that this is because burden serves as a distraction which reduces attention to the choice process and illustrate this throughout four experiments.


Aner Tal, Amir Grinstein, Mirella Kleijnen, Joshua Ackerman, and Brian Wansink (2014) ,"Pound Per Pound: Do Heavy Burdens Make Heavy People?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 695-695.


Aner Tal, Cornell University, USA
Amir Grinstein, Ben Gurion University, Israel and VU Amsterdam, NL
Mirella Kleijnen, VU Amsterdam, NL
Joshua Ackerman, Massachusetts Institute of Technology, USA
Brian Wansink, Cornell University, USA


NA - Advances in Consumer Research Volume 42 | 2014

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