9-K: Healthy Cake Or Decadent Cake, Could Dialecticism Be the Answer?

Research on drivers of consumer reactions to indulgent products with healthy claims has been limited. We focus on dialectical thinking to predict and explain responses to these products within and across cultures. We find that consumers with situationally and chronically accessible dialecticism are significantly more accepting of such products.



Citation:

Alexander Jakubanecs, Alexander Fedorikhin, and Nina Iversen (2017) ,"9-K: Healthy Cake Or Decadent Cake, Could Dialecticism Be the Answer? ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1035-1035.

Authors

Alexander Jakubanecs, Norwegian School of Economics, Norway
Alexander Fedorikhin, Indiana University, USA
Nina Iversen, BI Norwegian Business School, Norway



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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