Thinking “I” Vs. “We” Affects Judgments of “Gluten-Free”: the Role of Self-Construal in Nutritional Evaluation

We examine the role of self-construal in a common obstacle to healthy decisions: drawing biased associations among food properties. Three studies demonstrate that interdependents, relative to independents, are more likely to infer a food’s compatibility with dieting when labeled with irrelevant health claims, and hold stronger “unhealthy = tasty” intuitions.


Catherine Wiggins (2015) ,"Thinking “I” Vs. “We” Affects Judgments of “Gluten-Free”: the Role of Self-Construal in Nutritional Evaluation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 813-813.


Catherine Wiggins, Cornell University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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