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.
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.
Scott Davis, Texas A&M University, USA
Kelly Haws, Vanderbilt University, USA
NA - Advances in Consumer Research Volume 43 | 2015
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