How Exposure to Romantic Stimuli Affects Consumer Preference For Sweet Food

Drawing from research on food consumption and assimilation and contrast, we examine how exposure to romance stimuli (e.g., a romantic ad) affects consumer preference for sweet foods. Romantic exposure increases choices of sweet foods among romantically uninvolved consumers but results in more choices of less-sweet foods among romantically involved consumers.


Xiaojing Yang , Huifang Mao , Lei Jia , and Melissa Bublitz (2014) ,"How Exposure to Romantic Stimuli Affects Consumer Preference For Sweet Food", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 748-749.


Xiaojing Yang , University of Wisconsin - Milwaukee, USA
Huifang Mao , University of Central Florida, USA
Lei Jia , University of Wyoming, USA
Melissa Bublitz, University of Wisconsin-Oshkosh, USA


NA - Advances in Consumer Research Volume 42 | 2014

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