Virtue, Vice, Or Both? the Impact of Context-Induced Guilt on Choice and Consumption of Mixed Foods

Two studies using real choice settings demonstrate context influence on the choice and consumption of mixed foods (combining hedonic and utilitarian attributes). A hedonic context leads to the choice and reduced consumption of mixed foods for guilt-reducing reasons. A utilitarian context induces less guilt, and leads individuals to choose and consume more of the mixed foods. Priming guilt through nutritional information reverses these effects.


Sabine Boesen-Mariani and Carolina Obino Corrêa Werle (2011) ,"Virtue, Vice, Or Both? the Impact of Context-Induced Guilt on Choice and Consumption of Mixed Foods", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Sabine Boesen-Mariani, Université Pierre Mendes France, Grenoble, France
Carolina Obino Corrêa Werle , Grenoble Ecole de Management and CERAG, UPMF, France


NA - Advances in Consumer Research Volume 38 | 2011

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