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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Secrecy Prompts Nonconformity-Avoidance in Consumption Choice
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
Featured
Financial Education and Confidence in Financial Knowledge
Stephen Atlas, University of Rhode Island
Nilton Porto, University of Rhode Island
Jing Jian Xiao, University of Rhode Island
Featured
The Production and Consumption of Retro Brands Beyond Meaning Revival
Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada