Do Diet Foods Make Consumers Heavier? the Effect of Reduced Calorie Packages on the Consumption Behavior of Dieters and Non-Dieters

This research examines the moderating role of dieting on the amount of food consumed while eating from either a diet configuration (such as a 100-calorie pack) or a regular configuration. Consistent with research on self-regulation and perception, we find in four studies that dieters consume more calories from a diet configuration than a regular configuration, while non-dieters consume fewer calories from a diet configuration than a regular configuration. Further, we demonstrate that although dieters know they will overeat the diet food, they are unable to prevent the over-consumption without the assistance of external influences.



Citation:

Maura Scott, Stephen Nowlis, Naomi Mandel, and Andrea Morales (2008) ,"Do Diet Foods Make Consumers Heavier? the Effect of Reduced Calorie Packages on the Consumption Behavior of Dieters and Non-Dieters", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 205-208.

Authors

Maura Scott, Arizona State University
Stephen Nowlis, Arizona State University
Naomi Mandel, Arizona State University
Andrea Morales, Arizona State University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



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