Obesity and Sensitivity of Food Perceptions and Preferences to Marketing Actions

A longitudinal study over several years shows that obese people are more sensitive to food marketing actions than lean people, but they become less sensitive after weight-loss surgery. Our findings point at the role that biological factors play for sensitivity to marketing actions.


Yann Cornil, Pierre Chandon, Hilke Plassmann, Liane Schmidt, Judith Aron-Wisnewsky, and Karine Clément (2017) ,"Obesity and Sensitivity of Food Perceptions and Preferences to Marketing Actions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 572-573.


Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France
Hilke Plassmann, INSEAD, France
Liane Schmidt, INSEAD, France
Judith Aron-Wisnewsky, IHU-ICAN - Hopital Pitié-Salpétrière, France
Karine Clément, IHU-ICAN - Hopital Pitié-Salpétrière, France


NA - Advances in Consumer Research Volume 45 | 2017

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