9-Dd: “Works With/For You!” How Framing Health-Related Products As Partners Versus Servants Impacts the Consumption of Indulgences

We investigate the impact of engaging with a health-related product that is framed as either a partner (co-producer of the benefit) or servant (provider of the benefit) on goal-conflicting behavior. Specifically, we find that framing a health-related product as a servant (vs. partner) increases enjoyment from and desire for indulgences.



Citation:

Caroline Roux, Kelly Goldsmith, Kamila Sobol, and Laura Goodyear (2017) ,"9-Dd: “Works With/For You!” How Framing Health-Related Products As Partners Versus Servants Impacts the Consumption of Indulgences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1057-1057.

Authors

Caroline Roux, Concordia University, Canada
Kelly Goldsmith, Vanderbilt University, USA
Kamila Sobol, Concordia University, Canada
Laura Goodyear, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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