Romantic Exposure and Sweet Food Consumption

Building upon research on food consumption, conceptual metaphor, and assimilation and contrast, we examine how romance stimuli exposure affects consumers’ sweet food consumption. We find that romantic exposure increases propensities to consume sweet food among romantically uninvolved consumers but reduces the tendency to consume sweet food among romantically involved consumers.


Xiaojing Yang , Huifang Mao, Lei Jia, and Melissa Bublitz (2015) ,"Romantic Exposure and Sweet Food 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: 158-159.


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


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

Share Proceeding

Featured papers

See More


Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

Read More


R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth

Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA

Read 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

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.