Judge Me For What I Eat: When Consumers Use Low-Calorie Labels For Signaling

We examine how low-calorie labels are used for impression management. Across six studies, we found that consumers strategically choose low-calorie labeled food when they are motivated to impress others. This is due to the belief that choosing low-calorie foods reflects one’s competence.



Citation:

Ga-Eun (Grace) Oh and Young Eun Huh (2016) ,"Judge Me For What I Eat: When Consumers Use Low-Calorie Labels For Signaling", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 213-217.

Authors

Ga-Eun (Grace) Oh, Hong Kong University of Science and Technology
Young Eun Huh, Hong Kong University of Science and Technology



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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