Effects of Performance Goals on Food Preferences and Consumption

This research examines how performance goals influence food behavior beyond task achievement. In three experiments, we demonstrate that information (i.e., words, slogans) associated with performance increase consumption and preferences for unhealthy food and preferences for it. Further, this effect is due to a need for food energy.


Pierrick Gomez and Dimitri Vasiljevic (2015) ,"Effects of Performance Goals on Food Preferences and Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 322-322.


Pierrick Gomez, NEOMA Business School, France
Dimitri Vasiljevic, NEOMA Business School, France


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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