Self-Licensing Or Satisfying Health Goals? Effect of Exercising on Food Choices

Health-related goals cause individuals to resist temptation but self-licensing justifies individuals indulging themselves with unhealthy foods. When given a choice between a healthy or tasty snack before or after exercising, more individuals resisted temptation after than before. Expecting to exercise provides self-licensing whereas exercising makes health goals more salient.


Richard Yalch and Kyra Wiggin (2014) ,"Self-Licensing Or Satisfying Health Goals? Effect of Exercising on Food Choices ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 818-818.


Richard Yalch, University of Washington, USA
Kyra Wiggin, University of Washington, USA


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


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


The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products

Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University

Read More


L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

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.