The Obesity Superhighway: an I3 Theory Analysis of Unhealthy Food Consumption

We introduce a new meta-theory (the I3 Theory) designed to understand how multiple risk factors interrelate to aggravate or mitigate unhealthy food consumption. We demonstrate that consumers are especially likely to overindulge in unhealthy food consumption if they encounter an instigating trigger (a visceral food description or a consumption-oriented social context) when an impellor is present (they are hungry) and they are not inhibited (their self-control resources have been depleted).


Eli Finkel, Kenneth Herbst, and Gráinne Fitzsimons (2011) ,"The Obesity Superhighway: an I3 Theory Analysis of Unhealthy Food Consumption ", 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.


Eli Finkel, Northwestern University, USA
Kenneth Herbst, Wake Forest University, USA
Gráinne Fitzsimons, Duke University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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