Choosing Unhealthy to Appear Warm: How Consumers Signal Personality Traits Via Food Choice

We test the novel proposition that impression management goals within warmth and competence have differential effects on consumers’ food choice. Results reveal observer effects, where unhealthy food choice increases perceptions of the chooser’s warmth, and actor effects, where motivation to appear warm significantly increases the likelihood of choosing unhealthy foods.


Marija Grishin, Jessica Yexin Li, Jenny G. Olson, and Surendra N. Singh (2017) ,"Choosing Unhealthy to Appear Warm: How Consumers Signal Personality Traits Via Food Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 634-635.


Marija Grishin, University of Kansas, USA
Jessica Yexin Li, University of Kansas, USA
Jenny G. Olson, Indiana University, USA
Surendra N. Singh, University of Kansas, USA


NA - Advances in Consumer Research Volume 45 | 2017

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