Nutrition Claims, Anticipated Guilt, and Consumption Quantity
We develop and test a framework that contends that “low fat” nutrition labels increase food intake by 1) increasing perceptions of the appropriate serving size, and 2) decreasing anticipated consumption guilt. Three studies show that “low fat” labels lead all consumers—particularly those who are overweight—to overeat hedonic and utilitarian snack foods. Furthermore, salient objective serving size information (e.g., “servings per container: 2”) only reduces overeating among guilt-prone normal weight consumers, not among overweight consumers. This helps explain why the influence of relative nutrition claims differ according to the factors associated with guilt, such as whether an individual has a normal weight or whether the food is hedonic.
Brian Wansink and Pierre Chandon (2007) ,"Nutrition Claims, Anticipated Guilt, and Consumption Quantity", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 84-85.
Brian Wansink, Cornell University, USA
Pierre Chandon, INSEAD, France
NA - Advances in Consumer Research Volume 34 | 2007
Doing Worse but Feeling Better: Consequences of Collective Choice
Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School
The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
The Effect of Psychological Control on Temporal Discounting: Conceptual and Methodological Implications
Kelly Kiyeon Lee, Georgetown University, USA
Selin A. Malkoc, Ohio State University, USA
Derek Rucker, Northwestern University, USA