Motivated Ignorance: the Hedonic Cost of Nutritional Information

Consumers may willfully avoid information that increases goal conflict. We propose that this motivated ignorance leads low self-control individuals to ignore nutritional information due to the hedonic cost this information imposes. In short, hedonic enjoyment of indulgent foods is greater when nutritional information is avoided.



Citation:

Scott Davis and Kelly Haws (2015) ,"Motivated Ignorance: the Hedonic Cost of Nutritional Information", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 249-253.

Authors

Scott Davis, Texas A&M University, USA
Kelly Haws, Vanderbilt University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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