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

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