Health Aversion

Emphasizing health-related benefits of eating can actually be detrimental to healthy food consumption. Five studies provide converging evidence that highlighting health benefits of food is seen as health goal imposition and therefore activates a reactance motivation. The suppression of felt reactance is resource depleting and lowers subsequent self-control.


Chethana Achar and Nidhi Agrawal (2015) ,"Health Aversion", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 445-445.


Chethana Achar, University of Washington, USA
Nidhi Agrawal , University of Washington, USA


NA - Advances in Consumer Research Volume 43 | 2015

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