Outsourcing Responsibility For Indulgences

We propose that consumers strategically push off responsibility for eating unhealthy foods in order to feel less bad about indulging. For unhealthy (but not healthy) foods consumers are more likely to choose being served instead of serving themselves, and this preference is driven by a motivation to reject responsibility.


Linda Hagen, Aradhna Krishna, and Brent McFerran (2016) ,"Outsourcing Responsibility For Indulgences", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 174-178.


Linda Hagen, University of Michigan, USA
Aradhna Krishna, University of Michigan, USA
Brent McFerran, Simon Fraser University, Canada


NA - Advances in Consumer Research Volume 44 | 2016

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