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

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