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
The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices
Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA
Cultural Values and Consumers’ Brand Preference
Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio
Trusting the data, the self and “the other” in self tracking practices
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark