Counterhedonic Food Consumption: How Eating “Yucky But Healthy” Food Promotes Marketplace Morality

We theorize the consumption of “yucky, but healthy” food is driven by a novel counterhedonic eating drive that complements the basic homeostatic and hedonic pathways. Across four studies, we demonstrate that counterhedonic food consumption can influence consumers’ post-consumption morality, leading to heightened moral self-regard that translates into marketplace morality.


Zhe Zhang and Vanessa Patrick (2017) ,"Counterhedonic Food Consumption: How Eating “Yucky But Healthy” Food Promotes Marketplace Morality", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 993-994.


Zhe Zhang, University of Houston, USA
Vanessa Patrick, University of Houston, USA


NA - Advances in Consumer Research Volume 45 | 2017

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